MBA1408 Guest Teacher: Suzanne Chadwick – How To Create a Stand-Out Brand Experience

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Hey guys, I'm Suze Chadwick. Thanks for joining me today. Today I'll be teaching you five steps to creating a standout brand experience to attract, engage and excite your customers. So let's get down to business. When it comes to building a standout brand, brand experience is one of the most important things that you can focus on in your business. It'll help you to position your business and your brand. It'll help attract customers to you when they see how am it is to work with you. And it means that you're also creating an experience that they want to share. So they're going to be telling all of their friends about it. But how do you do it? Well, let's dive into the five ways that you can build a standout brand and customer experience. So first of all, understanding what a great experience looks like to your customers is super important. Every customer group is different. The customer experience at Target is going to be very different to the customer experience that you're going to get if you're a customer at Chanel. And it's going to be in line with what your customer group wants and needs and what good looks like to them. So it's really important that you know what your customers love, what makes them tick and what their expectations are. So are they high touch clients or low touch clients? Have you asked what they like? Do you survey your customers or on what they'd love about your process or experience or working with you? Do you ask them if there's anything that they would have liked that you could have offered whilst they were working with you that could have helped them to get through the process better? Using things like SurveyMonkey or Typeform is a really easy way to get feedback from your customers either during or after the experience. Asking questions in Insta Stories is also a super easy way to survey and engage your audience around experience experiences that they love when they're working with your business or with any business. So dropping a story in using the question gif or image and saying, what are some of the best experiences that you've had working with X type of business? This way you're leaving the question open and you never know what you're gonna get. It could give you a whole lot of new ideas. Number two is creating an exceptional customer journey. If you don't actually know what your customer journey looks, then it's really hard to improve it. So looking at where your customers find you, is it easy for them to then go to your website? So think about the links and where those links are sending them when they arrive on your website, is it easy for them to find what they're looking for? And a big tip is make sure that you're testing this out on your mobile phone because chances are if they find you on social media, whether it be Facebook or Instagram, it may be in the evening, then they're probably sitting on the couch with their and if the experience on mobile is poor, then I'm clicking away before I've even started to check you out. So think about when people find you, they go to your website, they may look at your about page to find out who you are, what you're about, what you do. So sharing your brand story creates connection as well. Then maybe I'm off to look at how I can work with you. So your products and service pages, is it clear and to the point or is it hard for me to figure out what you do and how I can work with you? I can't tell you the number of sites that I've been to where I've been clicking around and it's either not been intuitive, it's been hard to find things. The mobile experience hasn't been great and so without a doubt I've clicked away and gone somewhere else. You have three to five seconds to make a good impression. So make sure that you're checking and the experience your customers are having when they click through to your sites and your links. Number three is getting your audience excited about the experience you provide. It's all about story selling. We buy an experience. I want to know what it's going to be like when I'm working with you. So show me what you're doing when you're out maybe photographing your clients. If you're a photographer, where are you, how are they feeling and is it a great experience? What are they saying about it? If you're working with a client or running an event, then show me the space, the food, the experience. I buy what I want to Be, do and have. So if you're not showing me how I can be better in business, how I can do better presentations, if you're not showing me how I can have better photos, if I work with you, then you're missing a chance to connect with your audience or on a more emotional level. I always say that brand is your invitation to your audience to create an emotional connection and business is the nuts and bolts of how you deliver your product or service. So getting your audience excited about what life could look like for them if they work with you is always worth your time and effort. Number four is to surprise and delight. What are you doing to surprise your audience and your customers? When I had my recent launch of Brand Builders Academy, I sent handwritten cards and custom design cookies to each student. Yep, it took ages and it was an extra cost. But every single one of them shared that experience on their socials and said, people just don't do this anymore. They don't give the personal touch and we love it. Not only did it make them feel amazing and special, but it showed a small part of of the brand and customer experience my students get when they work with me. Sending gifts, when somebody refers a client to you, thanking people when they ask you to speak at their event. Think about what you can do. And it doesn't have to be expensive, but what can you do to stand out and make a difference and make people feel special. I remember one of my customers actually said to me, I remember a couple of years ago you gave us a shiny notebook and, and a chocolate with your picture on it. And I've never forgotten that. And I think, geez, I really want to create that experience for my customers. I absolutely let her know that that gift was around about $13 and so it really wasn't expensive. It didn't take me a lot of time and effort, but three years later she's still talking about it. So this is stuff that you really need to be thinking about in your business. And number five, which is last but absolutely not least, is creating genuine connection. The most important thing about building a standout brand and exceptional customer experience is creating genuine connection. Now I have to be honest with you, Instagram, audio and video DMS has been one of the most amazing forms of communication that I've had with my community more recently. It's quick and easy and instant. It means that I can send them a 10 second or one minute message thanking them for sharing something or saying hi, I hope they're okay. If I've seen that something's happened. You have to remember the brain doesn't know the difference between digital or real life. So if you're showing up and sending messages, being genuine and caring about people, they will 100% feel that from you. So the effort is absolutely worth it. Not only are they feeling amazing, but you feel great doing it. And they're sharing it with others, which means that they're helping you grow your audience because you're taking the time to care. So let's quickly recap on that. The five steps to creating a standout brand experience to attract, engage and excite your customers. Number one is understanding what a great experience looks like and doing the research. Find out what your customers want. Number two is creating, or I like to say crafting an exceptional customer journey. Actually map out how your clients are finding you, what's the journey they're going on and how does that look? Have you been through it yourself? Is it a good experience and what can you do to make it better? Number three is getting your audience excited about the experience you provide. So showing them where you are, what you're doing, how your customers are feeling about what working with you gets them excited and makes them think I want to work with them as well. Number four was surprise and delight. It doesn't have to be expensive, but it can make you memorable and make you stand out from the crowd when you do little things to surprise and delight your audience. And number five, which was our last but by no means least genuine connection, how are you showing up and genuinely connecting with your audience to make them feel special, seen and heard? That is what we all want and it makes all the difference when you make the time to make your customers feel special. All right guys, this is Suze Chadwick. If you want to continue learning about how you can play bigger and brand bolder to build a confidently bold brand, then make sure you head to theconnectionexchange.com and you can check out all of my details there, including my brand new book Play Big Brand Bold which is available on Amazon right now. Otherwise you can always come hang out with me on Instagram or Facebook @suzechadwick. But I do love to Instastories and I would love to connect with you there. Thanks again for joining me today. Back to oma.

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What a killer lesson By Suzanne Chadwick thank you so much Suzanne for delivering all that amazing value. I love how she stressed it's important to understand who your audience is, who your customers are, so you can be able to brand and serve them better. This is incredibly important and simple tools like SurveyMonkey or Typeform can help you. Like she mentioned, I also want to endorse this idea of those small little physical gifts. They make a big difference. It makes you memorable. Even sending them stickers in an envelope, that is a touch that many people don't do. And we all know that this has been working for Apple for years. You know they've been including those Apple stickers with all their devices and new products and it's a little bit something that you're not expecting. And hey, what do you do with these stickers? You stick them on something and that's kind of like viral branding. And printing some stickers is not going to cost you an arm and a leg and nor posting them. So definitely take this on board. And of course you can go beyond that. Like Susan mentioned sending small gifts, even cookies. And by the way, I've seen this really work. If you're going to a conference, bring some small gifts that you can put in your backpack and as you're meeting people, give them a little gift. They'll remember you. Trust me. And most people will take a picture of it and share on social. Talk about viral marketing, make sure you pick up her book Play Big Brand Bold and you can check that out@the connectionexchange.com also check her out on Instagram, Facebook or wherever you are on social. Guys, if you love this podcast, if you love the value that we deliver, let us know, share it on social media and hashtag it 100mba and we'll find you. Before I go, I want to leave you with this. Your brand is what people say about you when you're not around, what they say to other people when they describe you, when they talk about you. And if you don't really make a mark, if you don't really make a difference or an impression, there's not much to say. So take this advice on and start implementing. You could do many of the things that were mentioned in today's lesson and you can get them done right now. Alright, thank you so much and I'll check you in tomorrow's episode. I'll see you then. Take care of Sam.

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