Every business owner wants to build and maintain a good reputation in the marketplace by providing great customer service that adds value to their client base. However, when it comes to building a brand that is impossible to resist, many business owners don’t know where to start or what to do, leaving them confused and frustrated. It shouldn’t be so hard to build a company with brand that other businesses aspire to become.
Take Chick-fil-A. Chick-fil-A is a power brand that leads the way, showing us which way to go, and directing our opinions and actions. You can’t say thank you to a Chick-fil-A employee without hearing “My pleasure,” in reply. It’s not something they just say, they really mean it. They’re voicing that opinion in no uncertain terms. If you need extra Chick-fil-A sauce, they quickly put it in your bag. Although most of the time, they ask you how many you want before they deliver your order. They also walk the restaurant offering to take your tray if you’re finished with your meal.
Chick-fil-A has built a loyal following of people that trust their brand by consistently delivering a high-quality product, consistently across their footprint. You can go to any Chick-fil-A in any part of the country and you’ll receive that “my pleasure” reply and a Chick-fil-A biscuit or sandwich that is hot and fresh. (By the way, I’m not plugging Chick-fil-A. I just think their customer service is exceptional.)
When you’re building a brand based on customer service and reputation, it takes a 5-step plan to make your brand irresistible:
- Good, Fast, Cheap- pick any two.
- Identify your competitive advantage (people buy differences not similarities).
- Build a brand message that makes you irresistible (I really like the StoryBrand Marketing approach).
- Apply tactics to hone your message.
- Build a culture around the fascination of your brand (Sally Hoghead’s book “Fascinate” introduces this concept in great detail).
The #1 weakness in growing firms is marketing, but don’t let this be you. Make a bold step in 2023 to build a brand that leads the pack in customer service.