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Much has been written about branding as the means by which a business identifies itself, sets itself apart and creates a memorable impression upon the market it serves. On the most basic level, most people think of a brand from a purely visual form in terms of design, color, logo, printed items and other elements such as a clean, attractive place of business. That’s certainly a great place to state, but there is so much more to the energy of a brand!
As an energy coach and expert in the energy of people and the businesses they create, I often remind business owners that energy awareness can help your brand step beyond the visual to maximize the positive impression it creates for prospects, customers, vendors, employees, investors and the community in which it does business. Think of energy as the feeling that goes beyond the visual. Below are five energetic factors every business should consider to maximize brand:
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Intention: It has been said that energy flows where attention goes. Intention allows focus prioritize and shape what will ultimately be the outcome. Begin with the end in mind. Taking time to set intentions about every detail of the operation, including customer service, training, policies, operations, financial controls, how employees feel about their work and the way in which the business is regarded in the community are all intentions that can be set. Written business plans are vehicles that carry plenty of intention. Goals, policy manuals and accountability processes do it as well. Intention is all about the big picture and results. A business owner can’t simply set intention once and let it go. A solid operation requires that attention be placed on tracking and fine-turning intentions on a constant basis. Be aware of your intentions and check them regularly!
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Connection: Does your business’s message invite an emotional response from customers and community in which you operate? Think of some of your favorite brands and how they appeal to your emotional need for safety, security, happiness, individuality, love and belonging. How do the human interactions that take place on a daily basis in your business fostering human connection? Kind, outgoing and caring people can create that kind of emotional connection for a business. Transcend the impersonal business transaction by creating an environment where feelings of mutual respect, acceptance and belonging are created to nurture both workforce and customer loyalty. These are intangible assets that keep business stable and lasting, even in a down economy.
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Consistency: When your business delivers on its promise, over and over again in a way that meets or exceeds customer expectations, you’re consistent. What is your business doing to deliver a consistently pleasant outcome? Consistency fosters trust. Trust must be earned and cannot be faked. McDonalds is a great example of how consistency has developed as a factor in brand strength. You can visit a McDonalds anywhere in the US and receive a consistent customer experience in terms of taste, dining environment and even price. Decide what you can do to ensure repeatable positive results and dare to guarantee it!
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The Experience: Every business creates an experience for the customer. For some it’s face to face, for others it might be on the phone, on-line or a combination of many forms. What is it like to walk in the customer’s shoes? How does it feel to walk into this business, use its products or engage in a customer service inquiry? Are customers handled promptly, with courtesy, and at a good value? You only find out if you pay attention. Often only the very dissatisfied will speak up when you tick them off. How many customers just walk away because they did not feel appreciated, served or heard? Ask for feedback at every opportunity. This is truly how you’ll learn about customer experience and know how the world perceives your brand.
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Flow: Stagnation in business can mean decline and ultimately death. Sometimes there are roadblocks, set-backs and shifts that make it hard to move forward with business as usual. Letting go of things that have failed, unproductive employees, low margin services and old ideas are often necessary to get things moving again. It isn’t enough to rest on the successes of the past. Think of Apple, a company that began with a great computer, but kept things flowing by branching out to the iPod, iPhone and the iPad to achieve ever increasing customer loyalty to its brand. A constant flow of new, creative solutions is needed to keep the energy of every business alive.
Every business has an opportunity to create a positive, memorable and lasting impression on the world by paying attention to all of the ways it brand defines itself. When you put your attention toward the invisible energetic elements of branding, your business will carry a distinct advantage.