Why?

Because increasing "affection" will build relationships. Those relationships, if made strong enough by increased Brand Love, build a bridge for prospects to become customers. To some, that bridge might be made of rope, swaying in breeze, complete with wooden planks. To others, it will be a mighty stone structure. It all depends on how well you connect with each prospect.

It also means putting more cement on bond with customers you already have. Locking customers in, tighter and tighter with every brand experience is a critical aspect to profitability and growth. The reason here is twofold: It costs less to maintain current customers than to gain new ones, and best advertising is word of mouth. Sounds like a cliché ('cause they are), but... it's true, folks.

So, big question is: How to do it and do it better than your competition.

Previously, I mentioned getting honest and forthright feedback from customers. Having one-on-one conversations can help. You will also get valued honesty from questionnaire cards that have a few quick answers AND some space to write in other thoughts. Actually, that could be most important aspect of card. Getting this kind of feedback can provide huge rewards.

First, this type of “silent” feedback lets writer give a more honest opinion, rather than talking face-to-face. They don’t have to sign their name. Also, feedback given can open up trains of thought that may not have occurred to you before. You may get insight into improving your core business. The insight may turn into a realization that leads to big discovery, such as a different product, service, or an entire market.

1. Balance Your Bragging with Boyishness.

Sure, Trump is a loud mouth, but he's also self-deprecating, making fun of his hair, his bimbos, and his appetites. He let's you know that he knows he's being a braggart, but it's all in good fun. You can do same by making light of your foibles while touting your achievements.

2. Coin a phrase.

How many times had we heard words *You're fired?* before Trump used it in The Apprentice Boardroom? Trump made phrase new by using it in a surprising way. Once he discovered its effectiveness he made it his trademark. He's fair, but tough. He walks his talk by making instant decisions, then pointing that fat finger at one of unsuspecting apprentice hopefuls and uttering feared phrase. Is there an age old phrase you can make yours by some unique gesture or by using it in a surprising circumstance? Phrases are all a part of branding. Find a few that suit you.

3. Do Something Outrageous.