How do you feel when you hear the ice truck coming down the block?
As a kid I remember feeling anxious. Decision time! Razzles were my favorite but I planned for the worst. What if they didn’t have Razzles? What if there was something new? The menu never changed of course and I would almost always choose the same thing.
The sound of the ice cream truck also meant I had to hit my dad up for some cold hard cash.
As a father it means I have to start looking for cash.
Eventually I would find some quarters or a five spot floating in the back of the junk drawer. The warm bright smile on my child’s face when they rip into the jacket of Bomb Pop is well worth the treasure hunt, even if it spoils dinner.
They always show up right before dinner.
The sound of the ice cream truck echoing down the neighborhood sets predictable expectations for both children and parents. It capitalizes on a decades old routine.
We’ve come to anticipate and react to the situation in a similar manner each and every time.
This is the hallmark of an excellent brand.
The ice cream truck elicits a deep, emotional response in millions of families all across the country. The promise of childhood lures us to the curb. It’s not the ice cream we experience first and it’s not the ice cream we keep in our hearts and minds.
So what does this have to do with your business exactly?
Think about the expectations your customers have about your brand, not the other way around. How does your brand affect people? Are there emotional triggers?
Great brands don’t sell
Great brands create emotional connections through the use of a story. Revenue happens after you’ve earned trust. Sales occur when customers can count on you to be reliable and predictable. Great brands demonstrate a sense of accountability.
If you’re slow to respond and often wrong about a solution, your customers will come to anticipate this outcome. On the other hand, what if your company is transparent and helpful? What if you’re courteous and respond promptly?
- Be mindful of your customers expectations.
- Set the stage with a positive and memorable experience.
- Tell a unique story and be consistent in your messaging.
- Branding should elicit an emotional response.
- Demonstrate a sense of accountability.
A visit from the ice cream truck recently reminded me that consistency is awfully important when it comes to building a memorable and profitable brand.
Your brand is far more than products and services. A great brand lies in the hearts and minds of your audience. How will you create a memorable and positive experience for your customers? What steps are you taking to create a great brand?
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