People tend to be creatures of habit – much of the population is change averse. They tend to steer clear of the change as long as they are able to, which can work very well for companies who have built up a loyal following. Once you win a customer over, it is possible to keep them for life. The key is to not drive them away. Your brand must keep pace with the times.
Chances are, if you are reading this, your brand may need a little retooling. At one point in time your brand was working. You were bringing in customers left and right. As time went on though, it began to falter. The idea is to keep your brand image fresh and updated in order to keep pace with the new technology and new competition. The first step in this process is to research your company. You need to know the ins and outs of every aspect of your business. You must know who you can work with, who you’re up against, how you are viewed from every possible involved party and how your company can perform with its current strengths and weaknesses. In order to make a decision on your brand direction, you must be fully informed about your business. Using this information that you collected, you can conduct an analysis to see how well what you are doing fits with what you say you do. If your brand elements, such as your company’s vision, do not match with your company’s conduct, it may be time for a change. People want to know what to expect from your business, and if you can’t provide that service, there is another company waiting to provide it.
Your brand needs to be all about consistency. Current customers will appreciate not having to deal with unforeseen surprises. At the same time though, you must stay current in order to attract new customers. It is a delicate balance that must be met. The overall key is to be transparent. Let the consumers know what to expect from you. The more they know, the better they can understand your business, and that will lead to a much bigger appreciation form the customer. A happy customer is a lifetime customer.