The Brand Called You

Written by Steven Van Yoder


Continued from page 1
Relevance torepparttar Market A brand must stand for something that is meaningful to members of a target market. Your brand encompassesrepparttar 120667 total experience of doing business with you. Consistency of Behavior Customers must be able to depend onrepparttar 120668 brand to deliverrepparttar 120669 same experience every time. Because your market experiences your values through your brand,repparttar 120670 only way they will truly become loyal to your brand is through your dedication and consistency. Relationship-Building A brand is not a logo or an advertising strategy. "The strength of any brand is inrepparttar 120671 relationship it has between a company and its customers. The strongerrepparttar 120672 relationship,repparttar 120673 more business they will do, andrepparttar 120674 more likely it is that customers will refer them to their friends and business associates. Loyalty torepparttar 120675 Customer Is Returned The test of a brand is, in fact,repparttar 120676 strength of loyalty it generates. If you have a strong relationship with your target audience, then you have a strong brand and a strong business. Reputation Is Priceless The only way to be successful in business is by establishing a good reputation, and a brand can help you do that. Your reputation works as your strongest marketer by communicatingrepparttar 120677 relationship you have with people who've done business with you, and your target market in general. Good brands standrepparttar 120678 test of time. To develop a brand that will last a lifetime, go beyond what you do right now. Think long term. Look at Coke, Ford and General Electric. No matter what they sell or how they change over time, they can rely on their brand equity build on a foundation of customer trust to take them deep into their customerís trust quotient and keep them there. If you establish a place of trust and relevance in prospects' minds, you're already inrepparttar 120679 door. The more people believe in your brand,repparttar 120680 more it will spread throughout your niche market without your pushing. If your brand is clear, distinctive, and easily understood, and expresses a unique, compelling benefit that people believe in, it will bring you allrepparttar 120681 business you can handle.

Steven Van Yoder is author of Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort. Visit http://www.getslightlyfamous.com to read the book and learn about 'slightly' famous teleclasses, workshops, and marketing materials to help small businesses and solo professionals attract more business.


Perception...What Are Your Patients REALLY Hearing

Written by Livvie Matthews


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In just a matter of secondsrepparttar patient has been "taught" (heard) It's all right to call atrepparttar 120666 last minute to change an appointment, cancellations happen allrepparttar 120667 time, when they do cancel they can get "right back in."

The patient has no value associated withrepparttar 120668 practice orrepparttar 120669 appointment time. In fact, we "signaled" (and they heard) it's OK!

A more positive verbal response would be: "Let's go ahead and schedule you an appointment. Should there be a change in our schedule on that date, I will be glad to call you. May I have a number that you can be reached duringrepparttar 120670 day?"

This time in just a matter of seconds you have trainedrepparttar 120671 new patient and existing patient to think (they heard): You have a tight schedule (busy practice), "Cancellations" are not even mentioned (not an option) and there could be a wait before being re-appointed if they have to change---(best keeprepparttar 120672 appointment!)

Value is now being associated withrepparttar 120673 practice and appointment time.

This problem didn't happen overnight and won't be "fixed" overnight. But making it a priority to use positive verbal skills in training your patients to value their appointment and practice time will make a noticeable difference.

After all, how you are perceived by your patients is everything, and it's all in their Perception.... What your patients are (Really) hearing!

Livvie Matthews, Business Office and Patient Relationship Specialist helps you FOCUS on narrowing the gap between your practice -- your business. Visit http://www.LivvieMatthews.com Business Office News mailto:subscribe@livviematthews.com


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