Building (and Delivering) a Memorable Brand. It’s Not Just for the Big Boys.

Few small business owners I talk with can afford to offer the same level of service. Their pockets just aren't deep enough or their staff isn't large enough.

 

However, when you begin to think about what happens when the customer walks in the door, calls the main line, or emails an associate you can start coming up with ideas on how to become more customer-centric. Start brainstorming about what happens the moment after they’ve seen your ad, made their decision, and are ready to buy.

 

What happens next?

 

No matter what, the experience should deliver your brand promise, and it should be memorable. In a good way.

 

How can small businesses do what the big boys do? Look no further for inspiration than our local hotdog stand here in LaGrange, Georgia.

 

Charlie Joseph’s has been in business since 19-twenty-something, has about 20 seats, and if you go anytime between 11:00am and 1:30pm, plan on waiting for a seat. That’s six days a week!

 

What’s their secret? Is it the food?

 

Not really. I can get a bigger, better cheeseburger elsewhere.

 

Is it the location? No. It’s on a one-way street downtown - parking out front is hit or miss.

 

No matter what it is, the ownership and employees understand that one of the biggest draws to this famous hotdog stand is the experience of eating there. Consider these parallels in the Charlie Joseph's brand experience to those of the larger companies:

 

- The moment you walk in, you are greeted (often by name) and within seconds, someone is with you taking your order - think Zappos.

 

- Charlie Joseph's employees aren’t assigned tables. You don’t have a personal waiter. Every employee at CJ’s is there to serve you. If any employee walks by and notices you are low on Coke, you get a refill - think Nordstrom.

 

- If you walk in with a child, they get their food served to them with some sort of unique presentation. I've seen anything from drawings on napkins and paper plates, to ketchup smiley faces and octopus hotdogs. Anything to make your child's lunch special - think Ritz-Carlton.

 

How can you deliver your brand and capitalize on that same opportunity, everyday? Try these ideas for creating a better brand experience:

 

A smiling face can make a big difference, so be happy. So many employees who interact with customers are hum-drum. If you’re in a bad mood, or even just a mediocre mood, people notice. Customers become agitated or uncomfortable and want their interaction with the employee (and your company) to be as short as possible. It’s much more pleasant to interact with employees who make them feel comfortable and appreciated as a customer.

 

Make it personal. Try a simple “Thank You” for stopping by and look your customer in the eyes (this shows interest on your part and is much more personal). How many times has a cashier totaled your ticket, taken your money, and given your change all without even looking up? It happens more than you think.

 

Whatever you choose to do, don’t be “hit or miss.”  Stay consistent. This is what separates the memorable from the unmemorable, and it's how Charlie Joseph’s has created a customer-focused culture enabling them to generate enormous word-of-mouth advertising while creating generations of loyal fans.

 

How can your brand deliver a memorable experience?