In today’s market place, it is possible to create a tribe of “fans of your brand” using some planning and the vast array of social networking tools. So what is the formula?
First, discern what makes your brand different. This is a very important challenge. Often it is you and your staff that makes up your business “DNA.” Think about these people not in term of who they are and what they look and act like, but in the unique talents they are. Begin to speak those talents until that becomes part of your store identity. If a staff person leaves, he or she takes their part of that identity with them. That does not mean that those talents aren’t replaceable. The important part is to create the recipe of talents you want your store to be and speak that recipe.
The second part of creating your jewelry tribe is living up to your promises and exceeding expectation. It is very important that everyone in your store understands the importance of all promises that are made. It is always better to not promise something and then be able to achieve the goal, than the reverse. Make your promises very carefully. Next is exceeding expectation. The current “bar” for expectation is very low and getting lower. Service is an expensive part of a business and is often a place that owners become cheap about. That is great news! To exceed expectation, you only need to be a little better that what the consumer is used to other places. In other words, your store can be pretty average and still exceed expectation, but this is not what I am advocating. I think your business service needs to shine! This makes your satisfaction level go “through the roof” and your customers become the best source of advertising you could ever have!
Now, it is time to create tribe! With the current social networking tools that are available, you create a “space” to connect all of your businesses advocates and let them tell your story. If you have done a good job on the first two steps, the third happens with very little encouragement. If you want to see what one of our (Krombholz Jewelers) spaces looks like and does, become a fan of Krombholz on facebook!
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