Friday, January 16, 2009
What are you really selling?
As a small business, what are you really selling? Whether your company makes products or services, what you are really selling is an experience. "A product is no more than an artifact around which customers have experiences" Scott Bedbury, A New Brand World. Most business men and women now understand that a recognized and trusted brand is invaluable but many still don't understand that your brand is not your logo or company colors but is the sum total of all of the experiences a customer has with your products and services. The goal is to build a strong emotional bond between the customer and your product or service. If most of the experiences are positive and make the customer feel good, the bond will develop naturally.
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How true. Brand is certainly a relatively new addition to the vocabulary of veterinary practices, and those that understand the true essence, that it's the positive energy cloud that encircles the entire experience with the practice, are the ones that are really doing well. A strong brand seems to bond clients to practices in good and bad times. As a veterinary appraisal expert I get to see the profit and loss statements of hundreds of practices. One thing is certainly clear, those practices with strong brand, also have strong financials. It certainly costs money to establish a brand, even harder work to build and preserve it, but once it's there and working, I see it's monetary return on the financials and that return is exponential.
ReplyDeleteByron Farquer, DVM
Simmons & Associates Pacific, Inc.