Visibility Creates Credibility – But Is That Enough? 

In the eyes of the consumer visibility creates credibility. But just being visible to the public is not the answer to create and maintain credibility. In order to attract and keep customers, businesses need to develop a sound position in the consumers’ mind through strong branding.

What exactly is branding? A brand identifies and distinguishes a product or company from its competitors and is an essential part of marketing. Your brand tells the world who you are and what you do. It is also about the perceived value you bring to the table. The greater the perceived value the easier it is to maintain customer loyalty.

Branding involves both visible and invisible elements. Your business cards, logo, website, advertisements, and any promotional items you offer are very visible to the consumer. Just as important are the invisible elements of branding. This includes the way staff and management represent your organization, how you personally represent yourself to the public, and whether or not you follow through on agreements. Your client base is also a part of your branding.

How does one go about creating high-perceived value for their customers? The first step is to clearly define your market. Do not skip this important first step! You absolutely must define your market. Many people have heard the saying, “If everyone is your market, then nobody is your market.” How true this is. You cannot be all things to all people. Once you know what market you serve, the more effectively you can convey your message.

Branding yourself within your market does not mean you have to be recognized the world over. It simply means recognition within your corner of the world. A branding with a firm foundation ensures that the message you and your staff convey is in line with your company’s vision and goals.

You have to do a lot more than simply create visibility in order to maintain a loyal and profitable customer base. The next time you think about what it takes to gain and maintain customer loyalty consider this:

 “Seventy percent of your unhappy customers will never say anything. The other 30% will tell 11 people. Those 11 will each tell five others. Counting the original customer, that's 67 people talking about your incompetence. Multiply that times however many unhappy customers are within that 30%.”

-- Study conducted by Technical Assistance Research Program for the Department of Consumer Affairs.

On the other hand, when a customer is happy there are untold benefits. Upfront marketing costs are lowered; there is greater opportunity for repeat business; and loyal customers tend to make referrals to others. Gaining referral business creates a stronger bottom line.

Recently, I ran into a gentleman I know from various business circles in the grocery store. As we chatted, he shared some horror stories of a person he had done business with who had not followed through on several agreements they had made. As he talked, I realized the power of words in this situation. Not only was he sharing his experience with me, no doubt he has shared the story with others. Interestingly, he is not the only one who has had this type of experience with this person. I have heard similar stories from others. What I realized is how much a part of branding is based on reputation alone. What does your reputation say about you?

Other aspects of your branding address the level of professionalism one can expect from you and your staff. Think about what a customer would experience from your company. What is their first impression? How are they greeted on the phone? How are they greeted when they visit your place of business? Do they feel like they are a burden to your staff or are they a welcome guest? Is your staffs’ level of professionalism in line with the brand you want to create? 

Based on their experience, would they feel confident in doing business with you? Would they be willing to part with their money in exchange for a product or service based on their initial experience? If you don’t know, then it’s time to find out. Your business success depends on it.

Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. She is the recipient of the 2004 Giant Step Award for Business of the Year in the State of Utah. Call 801.619.1514 or email Kathleen@turningpointpresents.com . Get Gage’s online newsletter called Street Smarts Marketing and Promotions by visiting www.kathleengage.com

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