Cheers! Your company has a clearly defined brand – a simple, relevant customer promise that competitively gives you an edge. Check that off the list, right? Absolutely! But before you move on to other things, have you thought about your internal processes?

What must you do internally to execute the brand? To make it come alive? Become more than just a piece of paper? Ensure that your customers understand the brand as you intended?

Before you talk about your brand to the masses, you need to first look within to be sure you’re delivering on that brand throughout the organization. You don’t want to set an expectation that disappoints later! So consider this carefully – What are your customer touch points? Think about ALL of them, from where your store is located to how well the product performs or even how clean the front desk is when you walk in the door.

They’re all important.

Ergo, all companies need to identify and proactively manage their brand at all points of customer contact. Make a list of your contact points. Especially the less obvious ones like:

• the way your phone is answered
• how seamless your billing processes are for customers
• what your employees say to others about their job
• the attire of your salespeople
• the quality of your packaging
• the functionality and ease of navigating your website
• your response time for customer questions

Basically, everything you say and do as an organization reflects on your brand. Look carefully at your internal processes. If you’re experiencing problems at a touch point, they need to be addressed – you don’t want a seemingly minor issue to be the string that unravels all the work you put into building your brand. Assess each item on your list, and then prioritize those you need to change.

The goal is to eliminate negative experiences and keep or build on areas in which you are strong. Strong in communicating the brand promise.

Often, we ask a client, “If you do everything right, what’s the one thing you want your target to remember about you? If we conducted research now, would they give that answer?”

This is the fun part, folks! Branding and marketing rocks! Every company has struggles, but strategic marketing built on a strong brand is the impetus for success!

Go team!

Julie Porter is the chief rocker at Front Porch Marketing. You can follow her, julie_porter, or her company, itsfrontporch, on Instagram; and Twitter @juliedporter01 or @itsfrontporch; and like us on Facebook at FrontPorchMktg.

After the long, cold winter, the arrival of spring is a welcome influx of new growth and new beginnings. Spring flowers, Easter and Passover celebrations and the kickoff of baseball season brings us happiness and warmth. We embrace this change.

Change is good.

In business and in life, the one thing we can be certain of is that change is around the corner.

Change is necessary. And change is rarely smooth.

Change can often be tumultuous – just google spring weather and take a look at the storms created by the replacement of cold air with warmth. But then think about the spectacular aftermath … after the spring storms depart, we are left with a rewarding burst of color.

Anything worth doing well comes at a price. Successful disruptors are revered, and for good reason. To have the vision for necessary change and the courage to enact the plan is not for the faint of heart. Patti Johnson notes in her book, Make Waves, “Even though each change is different, there are common patterns, habits and strategies that fuel those who start grassroots changes”

In order to grow, evolve and meet today’s rapid pace of change. It is vital that you and your organization are ready to meet the needs of the process of change and the new environment created:

• Have a vision.
• Have a strategy (identify the end goal and plan how to get there).
• Make sure the vision and plan are clearly communicated.
• Be prepared. You need the right team of like-mind folks.

Remember change is good, necessary and it is rarely smooth. As you begin to implement changes, be watchful of results and ready to adapt. Communicate those changes along the way. You will find the results well worth the pain and effort of getting there.

Your company has gone through the branding exercise and has a clearly defined brand! Cheers to you! 

And by that I mean a simple, relevant customer promise that competitively gives you an edge. Check that off the list, right?

Absolutely! But before you move on to other things, have you thought about what you must do internally to execute the brand? To make it come alive? To become more than just a piece of paper? To ensure that your customers understand the brand as you intended?

Before you talk about your brand to the masses, you need to first look within to be sure you’re delivering on that brand throughout the organization. You don’t want to set an expectation that disappoints later. What are your customer touch points?

Think about ALL of them, like where your store is located to how well the product performs or even how clean the front desk is when you walk in the door. They’re all important.

Here’s an example. My parents, who are in their late seventies, recently had an eye doctor appointment which had been scheduled some months prior. When they showed up at the office, the staff told them the ophthalmologist wasn’t in – he was stuck in another city due to weather. What? Hello? Could the staff not call patients to reschedule before the trek to the office? Even though the doctor is an excellent ophthalmologist, his brand was tarnished that day by his people. If this happens enough, patients will leave.

Ergo, all companies need to identify and proactively manage their brand at all points of customer contact. Make a list of your contact points. Especially the less obvious ones like:

• the way your phone is answered
• how seamless your billing processes are for customers
• what your employees say to others about their job
• the attire of your salespeople
• the quality of your packaging
• the functionality and ease of navigating your website
• your response time for customer questions

Basically, everything you say and do as an organization reflects on your brand. If you’re experiencing problems at a touch point, they need to be addressed – you don’t want a seemingly minor issue to be the string that unravels all the work you put into building your brand. Assess each item on your list, and then prioritize those you need to change.

The goal is to eliminate negative experiences and keep or build on areas in which you’re strong. Strong as in communicating the brand promise.

Often, I’ll ask a client, “If you do everything right, what’s the one thing you want your target to remember about you? If we conducted research now, would they give that answer?”

This is the fun part, folks! Marketing rocks! Every company has struggles, but strategic marketing built on a strong brand is the impetus for success!

I’m obsessed with customer service. Have been for some time. Retail brands can be wiped from my consumer consumption in a swipe if things go sideways.True for you too, right? If you don’t feel valued or respected, why should you spend your money there?!?

Customer service has never been easier or harder. Gone are the days:

• Where the employee servicing the customer are the only touch point.
• As an owner, major stakeholder, CEO you never hear about bad experiences.
• 9-5 customer service. A social world means 24-7 visibility. Customers want quick resolution at anytime of the day.

One negative experience can end the relationship.
I had a favorite clothing store, a national brand and I loved them. They were the best. They kept a book on me. I could call ahead. They would have a room waiting with items in my size and preferences.

Until one day … the manager texted me that my loyalty reward was going to expire on Monday. I went to redeem and OOPS it expired on Sunday. The manager wasn’t there, the employees could do nothing for me (even though I shared the text). I decided I would return when someone followed up. It has been 14 months.

Excellent service creates loyalty.
This year, I ordered my Christmas cards. I waited patiently, for them to arrive but after an appropriate length of time and still no cards I called to inquire. They shipped to a previous property and had been delivered and signed for. I FORGOT to change the shipping address in my profile. How did they respond? “We will express print and ship tomorrow overnight.” I asked how much this wonderful solution would be?? It was FREE because they appreciated my business. Just. Wow.

Three benefits of having a customer service strategy. Customer service:

• Differentiates. Blue Ocean Strategy by Chan Kim & Renee Maubogne tells us we need to differentiate to set us apart from a sea of sameness. Recommended read!
• Creates loyal customers.
• Creates happy employees.

Can you service your way to sales? Absolutely.

Can you service your way out of sales? Absolutely.

Do you have a customer service strategy? If not get on it. Your team, customers and P&L will thank you.

Several Valentine’s Days ago, my sweet husband gave me an over-the-sink colander on February 14th. You think that is lame, don’t you? You know you do … and that’s okay. I really wanted it, hadn’t had time to get it, but he did. Simple, sweet acts on this day that is dedicated to love go a long way.

Valentine’s Day gets a bad rap. Some say it is a “Hallmark holiday” and a day for amateur dinners and many people don’t put a lot of stock in it.

I’m here to say – STOP IT.

A day dedicated to LOVE is a good day on our porch. Just as a Birthday celebrates the day a person entered the world, Valentine’s Day should celebrate all the things you LOVE in the world. All the world needs is love, right?!

Take a deep breath and forget all the Valentine’s Day clichés! Let the companies you like love on you (look for giveaways & discounts); enjoy the special confections only available in February; indulge in Valentine’s Day menus; tell your families and friends and your kids’ friends that you appreciate and love them. Enjoy this day for what it is … a day dedicated to LOVE.

On the porch we all love our families. We all love our dear friends. We all love our Clients! We all love business strategy, branding and marketing! Here’s what else we are currently loving on the porch …

Chief Rocker – “I LOVE the Collagen facial at the Four Seasons. Really just the Four Seasons in general, because everything there is fantastic, but the facial is like a box full of GOOD chocolate.”

Rockette – “I LOVE flex time and our team at FPM! It’s a lifesaver when there are special needs, like a 13th birthday celebration and family emergencies. And air mattress pumps … or I would have burst a lung blowing up balloons for my son’s birthday celebration!”

The Rock – She’s crazy in love and could not stop at one …

• “Scotch nail polishes have such great colors and they are non-toxic and eco-friendly. They have polish for kids too!”
• “My Helen Ficalora charm necklace – it’s the gift that keeps on giving. I’ve had it for years but every time I get a new charm, I feel like I have a new necklace and it’s so fun to stack up the charms!!”
• “The Madewell Transport Tote is the best catch-all bag I have found and you can even add a cute monogram!”
• “Sea Elise tassel bracelets look great with everything – dressed up or dressed down! Really reasonable price point too!!”

Rock Star – “I truly appreciate AWESOME, over the top customer service – the customer is always right, we will make it right kind of service! Five companies that have rocked my world in the past month: Camp Gladiator, Tiny Prints, Stitch Fix, Office Max and Premiere Designs.

Back Porch Rocker – “I LOVE shopping at Elements on Lovers Lane. I literally have NO TIME to shop, so when I want something chic and special I call Darla, tell her what I need and for what, and she has five things waiting for me in a fitting room that are amazing with accessories to make it all work! The best part is that it takes 10 minutes to try on and I’m out the door in no time flat. Everyone there is stylish and fantastic and I can’t imagine shopping any other way.”

Tectonic Rocker – “I LOVE Best Friends Animal Society based in Kanab, UT. At the core of Best Friends’ work is the dream that one day animals will no longer be killed in America’s shelters. This is an organization of people that have love in their hearts not just on Valentine’s Day, but every day of the year, year after year.”

From the simple acts to the grand gestures ~ rock the LOVE! Happy Valentine’s Day!