Brian Tracy explains that a brand is the promises you make to sell something and the promises you keep after. Your reputation is your most valuable asset. Pick a few words you want customers to use, then ask them on a 1-10 scale how likely they'd recommend you, aiming for mostly 9s and 10s.
"On a scale of 1 to 10, how likely are you to recommend us to others based on your most recent experience with us?"
Let's talk about creating a brand. Your ability to create a brand and maintain it in a competitive marketplace can make or break your business. Just look at the most successful companies in the world. They all have very clear, distinct brands. Now customers are assailed 3,000 times or more every day by advertising messages, all shouting out for attention and they're all saying, buy me, buy me, buy me. The value of a brand is it can help a customer choose the best product from all of these offerings. A brand suggests a value and a security. If you purchase one product versus another, your brand helps you to cut through the competitive clutter, get the customer's attention and make the sale. But what is a brand above all? It is credibility and assurance that the customer will be satisfied and that she will get what she is paying for. A brand is made up of two essential the promises you make to get the sale and the promises you keep once you have made the sale. Both are essential, but the second is the key to long term business success. Your most valuable asset in business and in your personal life is your reputation. Your reputation consists of what people say about you when you're not there. It's the words they use to describe your products and services after they have purchased them and used them. Your reputation is how you are known to your customers. Whatever this is, it cannot be left to chance. Remember, everything counts. Every customer contact or moment of truth either builds up or tears down your brand, your image in the mind and heart of your customer. As an exercise, imagine starting your business over again today. Imagine also that you could select the exact words that you want your customer to use when describing you to other potential customers. What would they be? What would you want people to refer to you and your business as? Friendly, helpful, excellent, quality products, quick, efficient service, great value, pleasure to do business with. Select perhaps three key descriptions that would be most beneficial for your business, the most useful and from this moment forward, make sure that you leave this impression with every customer at every customer contact. The most important question you can ask your customer in the process of brand building is On a scale of 1 to 10, how likely are you to recommend us to others based on your most recent experience with us? This 1 to 10 question will give you the totality of the customer's impression of dealing with you. Your goal is to serve your customers so well that most of them give you a 9 or a 10 score on this question. When you can achieve these high numbers, you'll be on your way to great business success. Never forget you are building your brand with everything your customer sees, hears, smells, tastes and feels when he or she interacts with you. From the first voice on the telephone to the final contact with with a satisfied customer, you are building your brand in some way. Decide today on the ideal brand image you want to own in your customer's mind and then make sure that everything you do is creating that message and everything counts. I hope you enjoyed this video on creating a brand and developing your most valuable asset. If you did, please subscribe to my channel and share this video with others.
