Building your brand - the customer's perspective
Building your brand – the customer’s perspective
So what is a brand? What do we mean when we say building your brand? It is who you are as a company in the mind and eyes of customers – whether they are your existing customers or future/potential customers. When you think of an on-time shipper in the United States – what company comes to mind? FedEx? Probably. How about a luxury car that identifies with driving excitement? BMW? Companies spend a lot of time and even more money identifying who they want to be in the eyes of customers – what their BRAND stands for. When you think of Wal-Mart do you think of excellent customer service and quality? Probably not, but you might think of low prices. Everyday low prices.
If companies do not spend time, energy and money building a brand of choice, they will eventually be “branded” anyway – at least in the eyes of the consumer. We’ve all had the experience of walking into a store and thinking “how are they in business?” Or into an establishment where the floors were so dirty and the merchandise in such disarray that the shopping experience left much to be desired. Branding takes effort and vision. The companies who have lasted through the ages knew who they were, who they wanted to become and shared that message with the public. Some so successfully we think of them even when we are not trying to … “mmm, mmm, good!” and then we pick up a can of Campbell’s soup.
At Mens Wedding Bands (www.mensweddingbands.com) we have considered the message of our brand for many years and have decided that the phrase that is synonymous with our online jewelry store is “customer delight”. We want our customers to find a wide variety of quality products at reasonable prices that excite and delight. In this effort we have tried – and we hope successfully – to pass up the good deals when it comes to men’s rings and instead focus on the quality products that last a lifetime – literally. Does it delight the customer when a diamond falls out of the ring or the ring becomes discolored or it doesn’t fit properly? Of course not.
But aside from quality products what do customers want during the sale and more importantly after? The golden rule is not out of date from our perspective. We know that if we treat customers the way we want to be treated then we do not have to worry about our brand – the brand will speak for us in the comments and referrals and testimonials of our customers. We now have over 4 years’ worth of customer comments that express how much they appreciate the way they are treated. Even if there is a minor problem with a product – they are treated with respect and in a timely fashion. The way we want to be treated.
The brand? Well, we might not be completely finished with it but we are well on our way – the customer comes first, and they drive the final word on this subject!
About the Author
Ronald C. Johnson is the co-founder and owner of Tayloright LLC, a Utah-based corporation. Before founding the Company, Mr. Johnson earned his B.S. degree from Texas Wesleyan University and spent many years as National Director of T-Mobile USA where he co-authored the book titled: Loyal-T, the ABC’s of Creating Loyal Customers. His career has focused on sales, marketing, and training including 6 years with FranklinCovey in a sales and management capacity. He is married with five children, two grandchildren and resides in Washington, Utah.
About Tayloright LLC
Based in St. George, Utah, Tayloright LLC, began operations in March of 2009 selling wedding rings, men’s jewelry and rock climbing holds. Currently, Tayloright LLC serves the international wedding band marketplace shipping to countries worldwide. Their innovative products and accessories offer a fashion category that allows both men and women to enjoy eye-catching, stunning designs in alternative as well as precious metals. The Company carries products that are backed by their lifetime defect and sizing warranty. Average wedding band prices from their combined websites range between $300.00-400.00 although they also carry precious metal rings that sell into the thousands of dollars. Its premier website is www.mensweddingbands.com.