Perception Is Reality
One of the most challenging aspects of owning a business is ensuring that your perception of the business is the exact same one shared by your customers and clients. Because, no matter how you feel about your product and customer service, the only thing that matters is how your customer perceives you. Their perception is your reality. To understand this, one needs to know that value of a company’s brand.
Most people, when speaking of branding are referring to what is traditionally thought of as external branding. Those tangible benefits the company offers the consumer. We’re talking about such things as price, performance and service. There are also intangible things like status, prestige and personal expression. However, these have very little to do with “branding” as it relates to a customer’s perception. It has more to do with a company’s positioning among its target market.
The true meaning of branding is very simple. It is a distinctive character that sets a product, service or person apart from other products, services, people or places. It is the sum of all mental images and associations. In short, a company may want a single “brand” with all its customers or clients. But in reality, a company may have as many “brands” as it has customers and clients. So, what does that mean?
Here’s an example. Your family has a favorite restaurant. You enjoy the food. The service is excellent. The prices are in line for your personal budget. You love the ambiance. That restaurant has a positive brand with you and your family. On the other hand, another family might have caught them on a bad night. Service was slow. The waiter brought the wrong food to their table and it was pricier than they wanted to spend. As a result, that restaurant has a negative brand for that family.
So, why is branding such an important element in acquiring and maintaining customers and clients? Primarily, branding creates relationships, not just customers and clients. There is so much competition out there, merely being satisfied with one’s services is not good enough to maintain clients. In order to keep clients happy and completely satisfied, you must create a business relationship with them.
That is the value of the brand; creating a relationship and loyalty with your clients.
This is what all business owners shoot for. Not just a string of customers who come and go, but a core customer base that offers multiple business opportunities year after year. You prefer your customers not look at you as merely a vendor for outside services. You want them to look at you as a member of their team. Someone they can count on. Some who has their backs. That is the power of a positive brand.
By becoming a partner with The Legacy Connection (TLC) you are enhancing your brand with your present, as well as potential customers or clients. TLC will answer your calls and take messages by a professional customer service representative 24/7, 365 days a year. If you only have a few employees, this offers the perception your company is larger. In addition, it provides an instant perception of professionalism. Any call can mean one thing—more business. If someone is making the first call, more than likely they have found you online and possibly read reviews. You want to project a professional image, right off the bat. An old adage is true—First impressions last forever. In addition, you never want a first impression or contact to not match the quality of the service or product you provide.
You will build authenticity for your brand. Few things offer greater proof of legitimacy for your business than a live customer service representative responding to phone inquiries from your clients. Building authenticity is especially important for new customers who may have concerns about your company’s credibility.
Once they have chosen you over a competitor, you want to maintain and grow that professional relationship. Choosing TLC will guarantee your clients will receive the same professional service they received during their initial call. Even if they need to leave a message, they will be assured an experienced operator has received the message and the message will be delivered to a staff member in a timely manner. This will reinforce your brand with them, which will be based on consistency, professionalism and reliability.