Sometimes, everything aligns to your advantage. I have a deep rooted faith and believe it’s more than chance. That’s not the focus of this post, though.
The real questions are…
1. What do you do to prepare for that moment?
2. What do you do once it comes?
I started my original business pretty naively, but with a very clear sense of purpose and branding. I started a CPR training company geared towards parents. All the expert training with a softer tone. You can read more about that here. Is that specific? Yes. Is that a good thing? Definitely. Despite the fact that the big bucks are in doing major corporate trainings, my inspiration and motivation led me to empowering parents. I was very purposeful in all that I was doing for my Brand. I hadn’t read any books on branding, it just flowed naturally from knowing my target so well. Here are a few reasons why a company like Babies R Us chose to partner with me as one of their local partners.
Branding. This word gets thrown around a lot. I LOVE a well-thought-out brand. Once you’re in business, I think you appreciate other brands more and are more loyal to them. A brand in it’s simplest sense is the blend of the brand owner and the ideal customer. In my case, I had an advantage. Though I’m not a parent, my original inspiration for my business came from one of my close friends, making me part of my target market. So, as you can see in the image above, I love modern design with a pop. That image became one of the main images on my website. Branding is so much more than images and logos. It’s more about what the company represents. The images are just there to accentuate your mission and passions.
2. Simple Message
When someone comes up to you and asks you what you do, what do you tell them? When someone visits your website, what do they know right away? Your message should be very clear. You need to be able to tell someone what you do in just 1 sentence. It’s really simple. If you’re in business, you’re solving a problem. What is that problem? Here’s my statement:
“I help parents feel more confident about CPR and First Aid.”
Easy, right? What’s your statement? This should be communicated in every part of your business.
3. Good Follow-through
A clear brand with a simple message will only take you so far without good follow-through. Now you need to over-deliver and exceed everyone’s expectation. In effect, without good follow-through, you will just be a one-time business. You don’t want to communicate something you won’t deliver. This means that from the moment someone is first in touch with you through the times of repeat business, you will:
be prompt to respond,
give them your full attention,
correct any wrongs quickly,
look out only for their best interest,
and deliver everything with a smile.
What do you think? How do you over-deliver? Share in the comments below!