Building a brand requires consistency across all customer touch-points. That much is obvious but what may not be obvious is what “all customer touch-points” includes.
I had the pleasure of meeting with a group of 5 insurance agencies who are have pooled marketing funds into a local co-op. They all represent the same national insurance company but they want to brand themselves as “5 Star Insurance Team.” The purchased the back cover of the phonebook – “5 Star Insurance Team” prominently displayed with a map along with address and phone numbers of the individual offices.
“How do you answer you phones?”
“Thanks for calling (Brand Name) Insurance Mary Smith.”
“How often do people hang up on you?”
“How did you know we have people hanging up on us?”
“When did you start noticing the hang ups?”
“When the new phone book came out. Why?”
“Because the ad on the phone says “ 5 Star Insurance Team. Your receptionist says (Brand Name) Insurance. I think I’ve dialed the wrong number. I want to talk to the “5 Star Insurance Team” not (Brand Name) Insurance – click.”
“Uh oh, indeed. How about something like, ‘Thanks for calling The 5 Star Insurance Team – Mary Smith (Brand Name)?’”
Make it easy for your customers to find you and do business with you. If you call yourself one thing on Monday and another thing on Tuesday, I’ll be too confused to call you on Wednesday.