Being True to Your Brand Can Lead to Business Success
August 02, 2012 // Franchising.com // Whether you are a new business owner or one who has been operating your company for years, you know how important it is to get the message out about your product or service. Staying true to that brand and the image you’ve developed is just as important to business success.
The Maids, the residential cleaning company that stands out from competitors because of its exclusive 22-Step Healthy Touch® Deep Cleaning System, has built its business over the past 30 years by keeping customers satisfied. The Maids remains a model for the franchising industry and provides training for franchisees so they have every opportunity to be successful. Experts offer these tips about staying true to your brand.
1. Be consistent -- Customers know immediately when there is a disconnect between what you have promised and what they receive. To be successful, businesses need to be consistent, offering their customers the same values, honesty, and end product each and every time.
2. Be authentic -- Image is more than words; it’s also about actions. Understand your customers and what your product or service brings to that community. Everything your company does should be an outgrowth of its stated values and mission. As a company, never claim to be something you are not.
3. Understand customers -- Think about your customers and try to understand company changes – such as pricing -- new products, or even new messaging, from their point of view. If it’s too hard for you to “step in their shoes,” try out new products or services on select customers to gauge interest before planning a full-scale launch. Understand what your product means to customers’ sense of identity and the community as a whole and use that to boost your image.
4. Stay competitive -- To thrive, businesses must stay relevant and competitive. Staying true to your brand does not mean refusing to evolve. Continually monitor what’s new in the industry and customers’ changing needs and values, then work to incorporate these ideas while staying mindful of your brand.
5. Reach out -- Invite customers to be part of the company’s development through feedback or surveys. Social media makes it easier than ever for customers to participate in company branding through the use of online photos, reviews, or uplifting stories.
6. The “use” test -- Do you use your product or service? If the answer is no, then not only does your product have a problem, but so does your credibility. Companies continually must re-evaluate what they are doing to ensure they meet or exceed expectations to ensure their brand image isn’t tarnished.
About The Maids
Known for its 22-Step Healthy Touch® Deep Cleaning System, The Maids is the only franchised residential cleaning service to clean for health, combining environmentally preferable cleaning supplies and state-of-the-art equipment with a methodical process to maintain the healthiest living environment possible for families. The Maids enjoys a 96 percent customer referral rate, distinguishing them as the residential cleaning service of choice. Visit The Maids (www.maids.com) for more information.