Building Brand-Based Relationships (Part 2 of 4)
Brand Based Relationships, Part 2 of 4
The First Impression
The Introduction
The Dialogue
The Relationship
The Introduction
When you are introduced to new people, what are the things that you notice? Their opening line, their handshake, the tone of their voice, their choice of words, their interest in you, their responses to your questions – your first impression of them is either confirmed or adjusted and you begin to gather facts and information about them to fill out your overall perception. After a few minutes of introductory chit-chat you decide if you’d like to continue the conversation or move on.
In a branding context, your tagline and marketing messages are your introduction to a potential client. Through the written material on your website, brochure or business card the potential client begins to gather facts and information about your business, your philosophy about whether or not you understand and are prepared to meet their needs. Their initial impression of you is either reinforced or reevaluated. They either decide to contact your office for an appointment or continue their search elsewhere.
Tips for Improvement:
A distinctive tagline and brand-focused marketing messages will help you to communicate your unique value during the introductory stages of a new client relationship. They should reflect your unique value and your ability to meet the needs of your potential client.
- Messages should be consistent with your brand
- Your tagline should be distinctive and memorable
- Publish specific, not generic, content