How To Upgrade Your Client’s Brand Experience
Ever since Beyonce and Jay-Z came out with the song “Upgrade Ya” I can’t hear the word upgrade without singing it. The lyrics talk about their partnership and how they take each experience to a new level (yes, I love Beyonce, I think she rocks! Brains, Beauty a drive and commitment that’s just like mine). One of the lines in the song is “This is high level not eye level .”
So let’s talk about your brand. How can you take your brand to high level? I don’t know every detail about your business, but imagine for a moment the experience of your client from the beginning to the end. What happens the moment they make contact? Think of every step, and use the example below to push yourself to think of a more inviting, enticing and luxurious way of doing it.
Here are some of my before and after scenarios to start you off:
BEFORE | AFTER | |
Local phone number ringing directly to my desk. If I was away from the desk or in a meeting, calls went to voicemail. | Live phone receptionist to answer my calls and route them to me or take a message if I stepped away from my desk. Each client and potential client has a live customer service experience | |
In -person strategy sessions with detailed notes and analysis for followup implementation | Added telephone strategy sessions and include audio recording for each client | |
Clients received a welcome letter and relevant client materials electronically | Clients receive both an electronic version and a beautiful mailed copy of relevant materials, delivered in beautiful branded packaging | |
Limited Access:
Once a client’s project was completed they received a file with final assets and codes |
Extended Access:
Client work is archived for 3 years after completion, and emergencies are handled at “current client” status |
|
Sporadic and inconsistent communication | Predictable, reliable communication in-person (for clients) and through my newsletters (for connections) | |
Client meetings at Starbucks, Cosi, and any other available “table and chair” setup because I was working out of my home | Client meetings, with paid parking, in the New York and New Jersey office, according to what’s most convenient for the client | |
Belated “Happy Birthday” greetings by phone, once discovered | A birthday greeting card (or other milestone card) delivered to the client’s home in advance of their birthday. (I do this by using a client profile form at the beginning of our project together) |
Be sure to complete this exercise yourself. Don’t procrastinate on this one, you’ll be surprised how a brand upgrade will boost your business when executed on just one client.
If you’re not sure where to start or how to develop the upgraded business model for your brand don’t be shy, reach out for help! Each week I speak at length to business owners looking to get more insight, guidance and direction and you can be the next one! Call at 888-YOU-BRAND (or 201-356-9139 for international dialers) and we’ll get you going with a few suggestions!