Are you consistent with your brand?

Have you ever noticed those companies that say things different ways each time they communicate? Probably not as it’s hard to remember the message.

The key to brand consistency is just that, consistency. Say the same thing, the same way every time you communicate. Whether it’s displaying your logo, messaging about your product, information about your company or advertising, keep the look and feel the same and always use the same words when conveying your company’s identity.

It takes the average consumer 7 times of seeing a message to remember it and for it to make an impression. By producing marketing and communication materials with the same look and feel, you’ll have a greater chance of being remembered and easily recalled when your product or service is needed.

Do you know your target market?

Nanaimo has been growing over the last decade with the development of the north and the re-development of downtown, but over the last three years there has been a dramatic demographic change. The growth of the city is attracting younger couples and families from the mainland to Vancouver Island. This means shift in consumer spending.

It’s time to reflect who your customers are, not who you think they are. While you’ve had the same customers for years, is that clientele still the same? The answer is probably no. You still have your loyal customers, but you probably have some of these new individiduals. The question now is how can you draw in more.

It’s confusing. You need new customers to grow but keeping your current customers happy is important for sustainability. You don’t want to make drastic changes but you need to appeal to this new market. Some options may be evolving a current product so that it appeals to younger families, advertising differently to speak directly to these customers or creating a new product or service that these individuals would find valuable?

Look at your resources available. It will help determine what you can afford to do. Seeking out a marketing specialist, whether it be an agency or a consultant, will help you determine the best path to pursue.

By re-evaluating your customers and who you want them to be every two to three years, you can continue to grow your business and be profitable.

Where has all the good customer service gone?

I remember a time when you could find a salesperson in a store and get assistance. Whether it was reaching the box on the top shelf, finding out where something was located, if they had an item at another store or when it was going to be re-stocked.

It seems like that type of service has gone by the wayside. Now shopping at larger box store establishments feel impersonal and you need to do your research before going in. Don’t get me wrong, I don’t want to be hounded by pushy salespeople or greeted with phony hello’s. I simply want to be able to find someone to help me when I need assistance.

This is where small businesses have an advantage. Providing good customer service seems so simple but yet it is hard to find. Easy ways to provide excellent customer service are:

1. Say a genuine hello. If you don’t care, it will be noticed.

2. Be available if someone needs assistance

3. Be an expert on your products.

4. Provide a bit of conversation

5. Genuinely care about where you work and the products/services you provide.

I recently experienced excellent customer service and I was genuinely surprised. I automatically assumed that this individual was the manager or owner as in this day and age it’s rare to have a employee care so much about their job and take so much pride. It would be nice if this trend started emerging more. And who knows, maybe it can.

Are you still in survival mode?

With the recession, small businesses focused on survival. It was survival of the fittest…only the strongest survive. Now that we’re emerging from the recession it’s time to start thinking differently. While it’s still about sustainability, it’s important to start thinking about growth.

It doesn’t mean that you need to commit a lot of time or resources, however it’s about looking at how you make the most with what you have. Facebook, Twitter, LinkedIn, and blogs are great ways to reach new customers without costing a lot of money or partnering with different organizations with your same values are great ways to promote your business.

The best way to reach out to new customers is "word of mouth". And while it's easier said than done, if you provide excellent customer service to existing customers, they will tell their friends.

While reflection is wonderful, it’s time to move forward or become stagnant.