Are you memorable, truly memorable?
I read a good book over Christmas. Now I am not one to overly indulge in ‘business books.’ Wisdom like everything else is a commodity these days and I think they only really work if you immerse yourself fully into the theology of what they’re about. Few of us have the time, discipline and patience to do so.
However, I did enjoy reading ‘Bold.’ A. Story about 12 companies who had grew their businesses considerably due to their bold actions. Gratefully, they had ‘branding & positioning,’ (what I do) at the heart of their success. But it was alongside other activities like ‘customer experience,’ ‘marketing,’ ‘HR’ etc. Now I won’t bore you with every detail of the book. But needless to say ‘boldness’ was at the heart of their argument and when discussing proposition, marketing and communication, they spoke a lot about the importance of being memorable. Truly memorable!
Having a bank that is laid out like a retail store, conducts ‘random acts of kindness’ while giving its clients a free workspace with wi_fi is memorable.
Why is this important you may ask? Well anybody who reads this and runs a business will know. Your most valuable asset as a business is your existing client bases. They are people that you’ve convinced of your company’s merit, skill and trust. That battle is a long one. Supposedly it takes five times longer to convert a new client than it does to sell to an existing one. That’s five times more time, money and effort however you quantify it. What’s more, your existing client base is your best source for referral business; the pre-qualified leads they provide only take half as much time, money and effort to convert than completely new clients.
You may see why being ‘memorable,’ ‘truly memorable’ is becoming more important. But I must qualify ‘memorable.’ ‘Memorable’ means outstanding, special, something totally new or different. Not what everybody else is doing, and no, being professional should be the absolute minimum you offer not your key differentiator. Being memorable begins with the service/product you sell, involves the way you market yourself all the way through to the customer experience itself.
In almost every sector from retail to construction to accountancy to law. There is just not enough business to go round. Every market is saturated.
I spent the whole Christmas working out myself whether the loft really is bold enough amongst our many, many competitors. Yes, we’re different, I wouldn’t dispute that. I would say in terms of the quality of our work – we’re absolutely class leading. But truth be told, in terms of ‘boldness.’ We’ve got the volume at about five for too many aspects. Forgive me, even for branding people, it’s truly hard to analyse your own communications. But this year we move that to ten.
It’s really the only way, with new clients and opportunities so hard to come by. Offering your existing clients a memorable experience that they can refer you by, is one of the quickest ways to success.
One lovely quote from the book…
”Marketing is a tax you pay for being boring”
The best way is to maximise what you have is to be memorable from the outset. Brand communication is a big part of this (you know I wouldn’t finish this blog without a plug.) So if you’re looking to embolden your business and its communications.
Drop me a line.
About the Author
Creative Director of the loft.
Benedetto runs the creative design consultancy, the loft. Based in the centre of Glasgow, the loft creates emotionally engaging brand identities.
Benedetto began his design career aged 9, sketching cars in the loft bedroom of his parents house. Even then he realised some eternal truths. Alfa Romeos are infinitely cooler than Ferraris and always have been. Time has only hardened this opinion. Since then, he has been on a journey taking him from his hometown in Kilmarnock to Coventry, studying car design aged 17, three separate spells in Italy followed where he interned, worked & freelanced for distinguished design companies – BeeStudio, Alfa Romeo, Honda Advanced design & Stile Bertone.
Setting up his own business was a natural step for somebody as independently minded as Benedetto. The loft was set up in 2008 and offers a comprehensive branding and communication service to its clients. The company combines a deeply analytical approach into the clients culture and commercial targets before engaging in creative design work to build emotive brands.
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