Make your brand as sticky as possible

Would you like to take your business to the next level, but are unsure how best to do this?

If you want some fresh ideas and tested frameworks that can help you improve your company for the future, I have created this newsletter for you.

It is often the case that you cannot move beyond your current targets, because your methodology has not changed. What got you here most probably won’t get you there. Therefore, I encourage ambitious leaders to rethink their growth, so they can explore exciting new possibilities.

This isn’t about quick fixes. I want to guide you towards sustainable success, but to do this you have to get better before you can get bigger.

Make your brand as sticky as possible

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Stickiness is how well your business and the offering it provides resonates with its stakeholders. The stickier the more long-lasting and committed relationships you will have with your clients, employees and partners.

A key benefit of retaining your stakeholders is making your finances and the resources you require more predictable. Fluctuating figures will always breed uncertainty. As well as this, loyal stakeholders are more likely to provide greater output, than short-term, fleeting relationships. From an employee point of view, this will mean they are more engaged and productive; from a client’s perspective, this will ensure greater profitability and less onboarding cost.

With increasing competition and focus on marketing, it’s essential your brand is the first that comes to mind when people think of quality and consistency.

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A limiting mindset – Hide the truth

Stakeholders trust transparent companies who are willing to share information. The more valuable content you can provide to demonstrate you ‘know your stuff,’ the greater the chance that you will stand out.

Consider the most frequently asked questions you receive about your product or service. Explain your answers as simply and honestly as you can and put them on your website, social media, or other content stream. If people approve of your solution, they move one rung of the ladder closer to selecting your business. If they aren’t satisfied with your explanation, they will look elsewhere. Do not fear this. If you are true to what your organisation stands for and how you wish to operate, then the you are already pre-qualifying potential leads.

What are the main barriers that prevent people from engaging with your brand? Flip these concerns and outline the opposing benefits. Show them that you have thought from their point-of-view; this will engender more interest, than bland, generic blurb from another company.

Anticipate how your potential stakeholders might be feeling and design your content around this. This extrospective approach can only increase your popularity.

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A missing element – Consistency

The most successful businesses provide a consistent experience.

The key to producing reliable results is having effective systems in place. This might sound like common sense, but what often prevents leaders from implementing these is a high investment of time, effort and resources required at the offset. These operations will hopefully serve you over a good period, so it’s more than worthwhile ensuring they’re set up correctly.

Efficient systems don’t appear overnight and need proper planning work best.

As far as is possible, whist regarding the needs of each stakeholder, consider establishing systems for the following aspects:

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Production: If you have a physical product, how can you simplify its manufacture?

Delivery: What can make your service efficient and pleasurable for your stakeholders?

Quality control: How will you make sure your offering is of the highest standard?

Feedback: What method of communication will you use to gauge stakeholder opinion?

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It’s reassuring to deal with a company that demonstrably knows what it’s doing. For potential stakeholders it will increase the likelihood that they will choose you; for existing stakeholders it will work towards retaining them.

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A different perspective – Consistent or bespoke?

In relation to the point I just made, you don’t want processes that are so consistent they seem robotic. This will make your stakeholders feel like just another number. You must find the perfect balance between efficiency and personalisation.

Here’s a case study that might assist you in understanding how this could work:

You receive a complaint from a loyal customer. They are displeased with your product and have clearly explained their grievances. Reading their complaint, it’s clear you it’s not an issue with your offering, but rather with their expectations of it. They haven’t read the description properly. It’s your company policy not to offer a refund in this situation.

However, this person is a recurring and regular customer. What should you do?

In this situation, I would advocate apologising to the customer (despite your probable instincts) and offering them a refund. You risk your reputation and their future business by refusing it. This scenario shows that whilst consistency is the target, breaking the rules, when necessary, can sometimes be the better option.

To embed stickiness into your organisation, treat your stakeholders like real people; that’s all they’re asking for. Although the competition in your market may be greater, there are a good number of companies that aren’t willing to deviate from their policy and provide a bespoke experience.

Be honest, be reliable and be personable.

If you know anyone might benefit from the content of this article, please share it with them and encourage them to subscribe to the newsletter. My aim is to help as many people create the businesses they have always wanted.

?Hello, I’m Nick Cramp. I’ve been working as business owner and coach now for around three decades.

During this time, it often occurred to me that many leaders feel unfulfilled by their work, which seemed a pity given the amount of time and effort they have invested. I wanted to change this, so have created and collected a selection of the best strategies for business improvement.

My main mantra is that an organisation must get better before bigger. The reason for this is that without the optimal people, processes and systems, you have no springboard to reach that next level and cope.

In 2021, I published my book Better before Bigger – Rethinking Business Success, which alongside my coaching and courses, outlines a holistic approach to running a thriving company.

I want to guide ambitious leaders towards the best practices and results, so their reality can align with their ambitions.

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Book a FREE, no commitment Introductory Call with me if you are interested in discussing whether I may have the solutions to your challenges. ?

Check out my website if you would like to find out more about me and the services I offer.

Take the Next Level Scorecard for a more insightful perspective of your company, to inform future decision-making.

Follow this link to my book if you are interested in finding a practical guide to taking your business to the next level.

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