This month I have been working with a client to figure out if how they see themselves aligns with how their clients see them. This is a long-standing business that has been out in the marketplace for decades, and the team bravely and wisely decided to make sure that their future marketing can be based on what the people they serve actually notice and value about their brand. The results have been interesting and prompted me to focus on the central question of brand for this Marketing Tip of the Week. Who do your clients think you are?
As part of this task, I sat down with three team members and worked through a variety of exercises. We hashed out their tone of voice and their values. We identified the target markets they are trying to reach. We developed a brand statement for each target market to determine what their value proposition is for each audience independently.
We had some great, exciting thoughts about what their brand is. After some discussion internally, they came to a consensus. They were pleased. Then one of them asked the ever-important question: “But is this how our clients see us?”
I saw shoulders shrug around the Zoom call.
And, unfortunately, shrugged shoulders never helped market a business!
So, we came up with a short list of questions to bring to a cross section of their clients. Questions that would help them understand what their clients valued the most about working with them and that left room for qualitative feedback both negative and positive.
The results so far have been eye opening.
Many of the things that this team values about how they work and the rapport they develop with the clients haven’t even been observed by the clients in their answers. For example, they felt their wit set them apart, yet not one of the clients have mentioned how witty they are. They are putting it out there in many ways, but the audience hasn’t noticed.
At the same time, there were trends that have come up over and over in the clients’ responses. The honesty and efficiency of their work. Their matter-of-fact approach and responsiveness. Client after client has highlighted these values because – in what would be an otherwise stressful process for them – the most important thing this team has done is to take pressure off. To make a complex process a little easier. What the clients have remembered is the reassurance they felt when a question was answered for them.
Does every client of every business value the same things? No. You may not know what your clients or customers appreciate – or notice – about your brand unless you ask them! Read here for another marketing tip about figuring out what your brand is.
You may not know what your clients or customers appreciate – or notice – about your brand unless you ask them! #brand #marketing #smallbusiness #smallbiz #smb #biztips
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Moving forward, this team will now be able to market not only to what they perceive as their strengths – but also to what their previous clients have remarked upon to them. Chances are, their future clients will be looking for the same things!
So, if you haven’t checked in with your own clients yet, now is a good time. Who do your clients think YOU are and what do they value about their experience with your business?
If you haven’t checked in with your own clients yet, now is a good time. Who do your clients think YOU are? #marketing #brand #biztips #business #entrepreneur #smallbusiness #smallbiz #smb
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