WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
Thursday morning, Iâ€™ll be talking about branding to a group of small business people for the Chamber of Commerce East Side Council. This sort of thing is always a source of some anxiety for me, because no two of these folks need the same thing. Branding is so personal, ya know.
I think Iâ€™ll start by qualifying the group. How many are in retail? How many are in a service business? How many are in manufacturing (not a lot, Iâ€™m guessing)?
Then, Iâ€™ll probably talk about, â€œa brand is a promise.â€ I like that approach to differential advantageâ€”keeps you customer focused. Since I expect that the majority will be either service or retail, Iâ€™ll probably talk a good bit about brand manners. Itâ€™s the old walk-it-like-ya-talk-it-or-youâ€™ll-lose-that-beat. Probably talk about systemic, coordinated approach to the five senses. Put in my usual pitch for brand smell. Maybe touch on managing/packaging the evidence (invoicing, shopping bags, cash register tapes, follow-up communications, consulting reports). And I might even talk about the role of pricing in the branding of services.
Deep breath. Relax. Okay, itâ€™ll be cool.