Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

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Little Things

LITTLE THINGS MATTER. A lot. Every single interaction someone has with you and your company has an effect on your brand, and that effect is either positive or negative. There is no in-between. You must strive to make each experience a positive one and one that they will remember.

I'm often called in by brands to find areas to enhance customer experience. What I see is that most businesses fail to maximize on their brand touch points. A touch point is simply any form of contact someone has with your brand. It can be an e-mail, conversation with an employee, direct mail piece, commercial, or blog post. Understand that every touch point counts, no matter if it's big or small.

Remember that your brand is always on display. All the little things count, and it's your job to be sure they leave a positive opinion of the brand you've created.

This means that every employee is a brand ambassador of your business. The sooner you accept that, the better. Oftentimes a single bad experience with an employee will cause a customer to be lost forever.

Have you ever been to a restaurant where the food was great but the server was rude? It happens far too often, and it makes it super easy for those customers to start going to the restaurant across the street.

The best brands not only deliver a solid product or service, they deliver an incredible experience.

The good news is that interactions with employees can also leave a very positive effect on your brand. My wife and I went ...