Many times, companies tinker with their logos, their slogans, and other branded materials. They want to “freshen” things up.
Four recent rebrandings (Gap, Starbucks, Vodafone, and AirBnB) are the subject of a recent analysis by Erik Devaney for HubSpot:
” If you’ve ever been part of a company or worked on a product that’s undergone a rebrand, you know how absolutely crazy it can be. From establishing goals, to iterating on designs, to actually implementing your branding changes on your Web site and across all of your marketing channels, it’s a lot of work.”
“I was part of a rebrand at a startup a few years back. The company at the time was shifting direction and targeting a different audience, so a rebrand made sense. We had to come up with a new name, new logo, new colors … new everything! Needless to say, there were a lot of brainstorms, a lot of late nights, and a lot of general craziness right up until we flipped the switch on the new branding.”
Click the image to read about rebranding at Gap, Starbucks, Vodafone, and AirBnB.
When people interact with us, there are a number of cues that affect the way our conversations are perceived by the listener/viewer. Two of these cues are the inflection of our voices and our choice of words. Do we come across as authoritative, disgruntled, sincere, etc.?
As Emma Snider writes for HubSpot:
“Happy ears aren’t such a good thing in business. But happy voice? A very good thing. Even the slightest error in phrasing can put a prospect off — which means salespeople spend a lot of time thinking about the particular words they use to pitch their products and converse with buyers. But no matter how hard a rep tries to weed out all of the overtly negative or unnecessary terms in their vocabulary, there are always going to be a few that fly under the radar. Even though certain words don’t seem insidious on the surface, they can strike prospects the wrong way. Offputting words = frowning prospects. And frowning prospects don’t sign contracts.”
“What are some of these deal-destroying words? Kayako has identified such 10 verbal culprits in this SlideShare, and provided happier suggestions that will make both salesperson and buyer smile. Turn those frowns (and perhaps any negative sales trends) upside down.”
by Joel R. Evans and Barry Berman
Too many firms concentrate on how to woo new customers and, thus, they do not pay enough attention to what they can do to gain the loyalty and increased patronage of their repeat customers. For example, when was the last time that YOU ran a special sale just for current customers, communicated with your current customers via a phone call or direct mail piece, encouraged current customers to recommend new ones by giving the former a gift for doing so, sent birthday, anniversary, or holiday cards to current customers, offered extended shopping hours just for current customers, etc.? Unless you are actively engaged in all or most of these activities, you can do a better job in this area.
Why It Is Vital to Target Current Customers, as Well as New Ones
- Develop a database with the appropriate customer information. This could be done by giving your shoppers a small prize for filling out a short form and then updating the information periodically. Computerization is not necessary to do this, although it helps.
- Set up some type of frequent-shopper program that can reward people for their continued patronage. The program does not have to be complex. For instance, many car washes give out punch cards (or a similar variation) whereby customers can earn free services based upon a certain number of washes.
- Communicate with these customers on a regular basis. Mail (E-mail) them a letter at least quarterly. Call them at least once per year. Customers are often quite impressed when they receive “friendship” rather than “sales pitch” letters and calls. People like to feel appreciated.
- Run special events for good customers. This also lets them know how important they are to the firm.
- Offer extra services, such as free delivery or more liberal re turn policies, for good customers.
- Do not reward your new customers at the expense of the current ones. Think carefully about having promotions that offer benefits to new customers that are not available to current ones, such as reduced credit terms for first-time car buyers. Try to run promotions in a way that also offers benefits to current customers, such as also having special trade-in terms for people who have bought their previous car from the same dealer.