“My name is ________”

Posted on October 3, 2007 by Chris Schindler

A popular theme song goes, “Sometimes you want to go, where everybody knows your name.” This is the precise recognition that all companies are trying to accomplish through their marketing and advertising efforts. Companies like Brand Iron are here to make sure those efforts are well-focused and drive results. I just got off the phone with a client who now understands the effort it took to get his brand over the “everyone-knows-our-name” hurdle. Every brand has a different hurdle to clear, but here are some simple ideas on what it might take to get your brand over the hurdle, and start producing tangible results:

1. Understand what really separates you from your competition. Figure out what space you own and make the message as simple to understand as possible. Package your message in a tangible fashion that is clear and concise.

2. Identify who the right targets are for your product or service and discuss the most effective ways to get your message out.

3. Take a look at your company and see what the “barriers to growth” may be. Be sure to look at your:

Marketing- Do you have enough contact points with your target audience for them to know who you are and will they be receptive when you call? Do they know who and what your brand is all about? Does your brand leave them with a positive feeling that will compel them to make that purchase?

Sales – Can your sales staff close the leads the marketing department is generating? Can they close the customers that walk through your doors?

Operations – Is your customer service approach and database up to snuff? Can your company deliver on the promises that your sales team is making?

4. Address your internal brand and make sure that your company’s brand is represented from the inside out. Look at everything from how you answer the phone to delivering your service, or even how you receive payment and send out a bill. These little things matter a great deal and will leave a lasting impression.

5. Develop a holistic branding plan that integrates your company’s marketing, sales and operations. Map out the tactical items necessary for you and your company to fill up your sales funnel.

6. Execute your branding plan flawlessly, ensuring that you are going to execute on a regular basis, no matter how busy you become. You want to do this to avoid the sales rollercoaster.

As a close friend says, “Go the extra mile; it’s the final 5%
that makes what you do either great or mediocre.”

7. Monitor how you are doing against your goals and objectives and modify those things that aren’t working. Once the failing areas are identified, determine how you can rectify the situation and do it quickly.

8. Execute and get your entire organization to commit to succeed.

Follow these steps, and someday you might walk into a place and realize that everybody knows your name.