It’s the small things that make your brand.
Who is the first person to make an impression on your customer?
They are likely to influence your brand moving forward, and possibly forever. In the business, we call the term “Touchpoints” on the customer journey. You might call this “the person answering phones, or the website”.
Studies have shown that first impressions influence 93% percent of people who interact with a brand. How is your brand? What do OTHER people say about your website? What do OTHERS say about when they call in to your organization? Do they feel welcomed and valued? (We do a free professional and crowdsourced review and the results are almost always an eye-opener to prospective clients).
Here’s a little story about brand, economics and first impressions that happened last night:
I went out to dinner last night in a small town near Tampa FL and then we walked around. There was a new bar that had just opened at one end of the street. The owner (who we had seen doing paperwork earlier), and several workers were hanging lights up in the front. We were talking about going in, but when we walked by and commented on the nice lights, the owner looked at us and rolled his eyes, then went back to hanging. We looked at each other and kept walking, likely to not return.
We walked to the other end of the street where an Asian Fusion restaurant was NOT open, but there were some people inside hanging things and we looked in. We asked when they opened. They excitedly shouted “Tomorrow!” and ushered us inside and insisted we look at the menu and asked where we were from, showing us the decorations they were putting up and telling us all about the ingredients they were proud of. They also gave us coupons. We planned a trip for the family (of 5) to come back over the weekend and spend our money there.
It’s all about first impressions for your brand.
Why is this relevant? It’s because lots of times, as business owners, we are unaware of how we are perceived. Does the postcard we sent out say “Cheap work”? Does the website say “we really don’t care about how we run a business”?
Every once in a while, you might want to have someone “shop” your brand and see how you do? Do they do the things you expect? Would someone who has never spent money with you want to give you theirs? Do they motivate action?
Look, this isn’t about checking up on your receptionist. This is about all the contact points that lead to a sale. Many of these are marketing related, including follow up systems and providing information to customers.
What could you do to impart first impressions that create interest and excitement for your business? Want 3-4 ways you could improve for free? We offer a Free strategy session to prospective clients and will give you some ideas without a sales pitch. We can even come to your office if you are anywhere near Tampa or Orlando!