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Brand Failure
A friend was at an upscale day spa enjoying multiple services. After finishing her body treatment, she was asked to grab her clothing in her hands (while wrapped in a robe) and walk thru the facility to get to the pedicure room on the other side of the building. When you go to a day spa, you expect they are going to take care of you. Pamper you. Make all of your stress go away. In this case, they failed our friend by creating stress and forcing her in an uncomfortable situation. Everything about your business is part of your brand - from answering the phone, to collecting payments, to what your bathroom looks like.
How does this effect you? Have you thought about traffic patterns? Do you specialize in photographing nude babies?. Think about having facilities that make new moms comfortable. Your clients need privacy at times - whether they are in a dressing room, need to change their baby's diaper or even just take a phone call. Are you giving them the brand experience they expect?
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There’s never a quick trip to the grocery store for Sarah Petty. You see, she’s in heaven in a place with so many products. She’ll pick up a box of cereal to examine the packaging and dissect the store window displays all while strategizing what works and what doesn’t. For Sarah, marketing really is a joy. She simply can’t get enough. You see, even though she has won plenty of awards for her photography, it's not photography technique that has made her business successful. Sarah believes it takes more than technical expertise to win in business. And old school marketing? Forgeddaboutit! The knowledge Sarah shares in The Joy of Marketing Blog works for any boutique business owner. Sarah has spent 20 years marketing for Coca Cola, an advertising agency and her own boutique photography studio. So read along and learn!
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If you see the red and blue flashing lights in your rear-view mirror don't panic. It's just Erin Verbeck, our Chief Joy Officer and resident brand police. She’s passionate about brands maintaining consistency in their identity and isn’t afraid to give them a brand sobriety test. Follow along as Erin observes the mistakes and miracles of businesses both big & small and shows you how you can make the most from your marketing efforts in The Joy of Marketing Blog. With a MBA from one of the top business schools in the country and 10 years combined experience at Sabre Holdings, the parent of Travelocity as well as a top regional advertising agency, Erin has the chops to weigh in on all things marketing.
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Comments
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