What’s so hard about branding?

I think it’s the little things that are hard sometimes. Well, at least it seems to me the little things can be the easiest to get wrong.

So how to you define what your “brand” is?

In it’s most simple form, your brand is just what people perceive & feel about you and your business.

When they see your logo, your signs, your business truck or car, what do they think about?

Do they think ‘Cool & shiny’, or ‘Old fashioned & reliable’?

Do they think ‘Fast & efficient’ or ‘Slow & steady’ ?

So how do we influence peoples perception of our businesses? This, to me, is where the little things come into play.

Let me give you an example.

Last week, I needed to buy milk for my coffee from a small convenience store / milk bar.

It was mid-morning, morning ‘smoko’ time, so they were pretty busy with several tradesmen lined up to buy their morning tea and newspapers etc, so I was waiting for a few minutes which gave me the opportunity to look around and take in the details of the business (force of habit) .

Couple of things struck me as interesting.

1 No-one made eye contact with me. Not once. Sure, they were busy, I knew that and I had no problem waiting for a few minutes, but years of working behind the very busy bars of the Melbourne Cricket Ground taught me to ALWAYS make eye contact with the customer and acknowledge that you know they are waiting. Simple eye contact and a nod can make the difference between a customer waiting patiently for you, or tapping their toes getting frustrated.

So what does this little thing project ‘brandwise’? To me it says “It would be a good job without customers, I’d get more done”

How would the brand image change if staff were trained to ALWAYS make eye contact and acknowledge waiting customers?

2 The staff were not in uniform, and looked very ‘casual’. I for one think a uniform says ‘professional’. The traditional business suit is fine for corporates, but staff in a coffee shop can look more professional with a simple polo shirt and apron. A casual look can influence how the staff feel about their work, is casual ok in a busy shop?

So what does this little thing project brandwise? To me this says “I am ok with – close enough is good enough”

How would that brand image change if the staff were dressed in clean, smart, branded uniforms?

3 The store I purchased the milk from was just near a city hospital. As you can imagine, parking is a rare commodity, and the parking inspectors do a roaring trade issuing parking tickets to those who risk not putting some change in the meter.

On the counter near the cash register is a sign that reads-

We have an arrangment with our bank. They don’t sell sandwiches, and we DON’T GIVE CHANGE FOR PARKING METERS!!!

Ok, while I standing in line I was slightly amused at the cheeky sign, but I didnt need change for the meter! I wonder how amusing it might be to someone who has a loved one in the nearby hospital, and in their rush to visit their loved one, left home with out change? I imagine you would not find the sign so amusing, even rude.

So what does that little thing project brandwise? To me it says “I am far to busy to worry about your problems, get over it and get out of the way!”

How would that brand image change if the shop kept a small change float (seperate from the register) and had a sign (out the front of the store!!!) that said -

YES, we will happily give you change for the parking meters!

Ok sure, several times a day, you will have to give change to someone who doesn’t spend anything, but by bringing more people into your store, aren’t you increasing the odds of them actually spending something while they are there? One thing is for sure, if they don’t come in I guarantee they won’t spend anything!

Now, branding and brand image can be a confusing unknown for a smaller business. After all, not many of us have the brand power of Coca Cola, so what can we do as small businesses to improve our brand image. Easy, start with the little things.

Take my dentist for example. I think they are a fantastic example of a smaller business using a lot of little things to create a bigger picture brand image.

Have a look at their website www.dentalspa.com.au

Why do I think they have created a great brand? Because for one, I pay a little more there (for my whole family) than I did at my last dentist, and i’m happy to do so! I am happy to do so because the brand image they have created for themselves is “professionalism in all areas”

What are the little things they do?

1 The staff are well presented in clean, branded uniforms. They are always smiling, welcoming, and quietly efficient.

2 The surgery waiting area is clean, modern, pleasant (see the website for pics) and the magazines are not 5-6 years old!

3 They are (and this is a big one for me) always on time. Yes folks, a medical professional who actually sees you at the agreed time! Actually demonstrating to me that my time is as valuable to them as theirs is.

You know what else?, I bet if I asked for change for the parking meter, they would even do that!

What little things could you implement in your business to portray the brand you want to?