There’s something I don’t understand.  If you’re a freelancer or an independent businessperson, why would your Web site or your marketing collateral consistently refer to “We” and “Our” (as in OUR services include… and WE are located in…, etc.)?  Is it a ploy to “sound” bigger than you are? Is this a self confidence thing? I just don’t get it.

I was contacted by a Web programmer the other day and, while at first blush, I was very impressed with his skills and portfolio; I was instantly turned off by the fact that he constantly referred to himself in the third person and as a plural.  Statements like “We have the most economical pricing…” and “Our clients have seen exponential return…” made me feel like I was being pitched by an account rep from some global conglomerate.

As the conversation continued I asked some simple (revealing) questions. “Who does the actual programming of your sites?” and  (amazingly enough) “Where are your offices?” came back with the answers me and my basement, respectively.

Insert Scooby-Doo “WTH” sound here…

So, within the first two minutes of our conversation, this poor guy went from impressive designer/developer to liar.  If he was willing to deceive me about the size of his “company,” what else was he willing to lie about? Sure, he (eventually) told the truth about being independent and working from his basement, but the perception that really stuck with me was the disconnect from “outward” portrayal and “actual” existence.

My advice to independent contractors struggling to position yourselves in this big, bustling world:  Keep the basic rules of TRUE Branding in mind at all times.

Be Truthful
Be Relevant
Be Unique
Be Engaging

Simple!

“Truthful” is the base criteria because it’s the most important.  If you have to make up statistics or create personae to make yourself feel/seem bigger, you’ve already failed.  If you’re an independent, tell your prospects.  If you outsource work to “partners,” make it clear. 

As a contractor, I would much rather work with a single, honest, independent genius than a million sub-par liars.

Don’t try to be (or even imply) something you’re not. And if you’ve gained enough weight to be considered “plural” then you need to call Jenny Craig.

Just food for thought…

Keep Cooking!
Andrew B. Clark
The Brand Chef

For those of you that know me, locally, you’ve all probably heard (or even witnessed) the troubles I’ve been having with my 2004 Jeep Liberty. It seems like the winter of ‘09-’10 has taken a pretty good toll on my little SUV. And for the past 14 to 16 months, I have been in one auto service center or another for everything from new tires, new break pads and rotors - all ’round, dead battery, cracked windshield (not yet fixed), various alignment issues (I need to stop plowing through snow drifts), and, of course, the routine oil changes and maintenance.

For a while there, I’d become accustomed to sitting in small, cold, white rooms and drinking stale coffee out of 8 oz Styrofoam cups. Hell, I used so many of those little things; I think I’m partially to blame for this global warming crap. We’ll need to talk to Al Gore about that one.  And what’s up with those 19″ RCA TVs mounted in the corner, flickering the local PBS station. Is that a service department prerequisite?

Anyway, yesterday, I’d finally had enough. For about three weeks now, I’d been driving my little Jeep 40 to 60 miles a day with a heater that would only blow hot air if it was going 45 miles per hour or faster.  Yes,  I live above the Mason-Dixon line and I have a shoddy heater in my car…  Brilliant!

It wasn’t such a huge deal for the trips into the office and back; I take the bypass in where 75 MPH is the median speed.  But once I got off the bypass or was driving through town, the frigid bite really set its teeth in.  Yesterday, it was -12˚F on my way into the office, and 30 seconds off the bypass, my car went from cozy warm to cold enough to freeze snot (trust me). By the time I got to the office parking lot, I was worried about frostbite on exposed extremities (thank GOD for seat warmers)!

So, I called my local Jeep dealer (yes, the dealer…).

When I called, of course I expected this:

Mechanic: “Hey…  huh?  Oh, man…  I s’pose we can work you in some time early next week.  Oh, by the way, we have an $80 inspection fee.”

Me: “sigh…  oooohkaaaay…  lemme bend over…”

What I got:

Mechanic: “Sure, Mr. Clark…  we close at six tonight, but we’d be more than happy to come get it for you.  A heater, in this weather, is nothing to mess with.”

Me: “uh… no, I’ll drive it down after work, thanks.”

Mechanic: “Will you need a ride home?”

Me: giddy like a school girl, “Hee hee… no, my wife can pick me up.”

Mechanic: “Great, Mr. Clark. Robert will expect you around 5:30.  Is there anything else I can do for you?”

Me: “No… I love you…“

Okay, I didn’t say that last part, but I was very attracted to the concept of good customer service, for once.  I hadn’t even gotten my car to the garage door yet and it was already a pleasant experience.  What a breath of fresh air!

So, upon arrival, I looked at my watch and realized it was about ten ’til six.  When I drove in, I fully expected half of the lights in the work bays to be off and a single, growly dude, in greasy coveralls, standing at the counter looking at his watch.

Not the case at all…

When I drove in, there were three employees working diligently at their respective check-in desks.  I parked and turned off my car (with numb fingers) and before I could get out, a friendly, clean-cut gentleman was standing at my door, clipboard in hand, ready to gather my information.

We quickly went over my needs and as soon as I gave him my name he said,

“Yes, Mr. Clark, I’m Robert.  Why don’t you go have a seat and I’ll be in to talk to you once we get ‘er looked at.”

Ah…  the dreaded waiting room…

I poured myself a MUG of coffee and went through a pair of hinged doors to …wait for it… the cleanest, most comfortably lit, cushy waiting room I’d ever seen!

There were two love seats and a couch flanked by oak end tables with every (auto, political and society) magazine one could imagine.  And on the other side of the room was a 60″ plasma television streaming ESPN via satellite. And the coffee tasted like Dunkin Donuts breakfast blend, but I couldn’t be positive…  Color me impressed.

I plopped down on the couch, pulled out my BlackBerry to check in on FourSquare and to do some Tweeting when I was shocked back to reality by the sound of my car’s horn honking.  I looked up and there was Robert, sitting in my driver’s seat honking the horn and waving toward a sign on the window…

“We have FREE WiFi!” He yelled through the glass.

I began to weep…

I’ve since moved in with Robert and the crew down at the Jeep dealership.  Although the beds are a little firm for my bad back, I’ve become accustomed to the warmth and comfort their waiting room provides.  Sure, I need to call-in for food, but the cleaning crew and back rubs make it all worth it.  I’ll miss my wife.

***

Why not make working with your company a positive experience?

What extra steps has your company taken to make your customer feel “at home” - or at least comfortable with your services? Next time you have a customer call on you, will you be like my Jeep dealer or will you be leaving your customers out in the cold?

Food for thought.

Keep Cooking! (Customer service that’s second-to-none!)
Andrew B. Clark
The Brand Chef

Our pledge of allegiance mentions something about being “One Nation,” and being, “Indivisible,” right?  Unfortunately, it’s been so long since I’ve heard it, I may have to check my facts on that.

After watching the State of the Union address, I had to reflect on how, with ironic timing, President Obama’s points called out the divisiveness and partisan wrangling that has burdened our government.  Opening his speech, he offered a basic testimony to the past struggles our nation faced and how solutions were made:

“And despite all our divisions and disagreements, our hesitations and our fears, America prevailed because we chose to move forward as one nation, as one people.”

One Nation… Right?

I sensed his frustration. His pleas to each side of the isle were compelling.

“To Democrats, I would remind you that we still have the largest majority in decades, and the people expect us to solve problems, not run for the hills. And if the Republican leadership is going to insist that 60 votes in the Senate are required to do any business at all in this town — a supermajority — then the responsibility to govern is now yours as well. Just saying no to everything may be good short-term politics, but it’s not leadership. We were sent here to serve our citizens, not our ambitions. So let’s show the American people that we can do it together.”

(You can read the full State of the Union address here.)

And here’s how I turn this into a post about marketing…

As I listened to Obama, I almost felt as if he’d read my last blog post about good branding being in the eye of the beholder. (President Obama, if you’d like to comment, that’d be great!)

My underlying plea from that post was about being stronger as a marketing communications community.  It was about stopping the finger pointing and accusations of inadequacy.  It was about stopping the abuse of those trying to do good for their clients and being more aware and supporting the community we all try to make a living in.

Whether you consider them a competitor, a colleague, an associate or even an enemy; solely pointing out what’s wrong with a campaign, plan or design does nothing productive.  Does it offer benefit to your clients?  Does it offer benefit for their clients?

How does it reflect on your own brand?

So, for those of you working in, for, around, or on behalf of a client – ANY client, maybe this will help:

“I pledge allegiance to the Brand and the value proposition of our Client; and for the return for which we aim, one agency (or Nation), under God, caffeine crazed, with creativity and reward for all.”

Say that every morning, with your hand over your heart, as you stare at the coffee maker.  Maybe it will help remind you that we’re all in this to support the clients and our community. We’re all in this to make a better world for our children.  But most of all, we’re all in this together.

One Nation…

Keep Cooking (TRUE benefit for all)
Andrew B. Clark
The Brand Chef

There’s a silly trend in packaging design that I’ve noticed while meandering down the isles of my local “UberMart.” It’s called Green Packaging.

You’ve seen ‘em. The brands that slip and slide their way through your subconscious and into your cart with the wobbly front wheel…

Spouse A: “But it says it’s ‘green,’ honey. It’ll help save the environment…”

Spouse B: “Horse Puckey (dear)… put it back.”

I see it this way… Sure, “Mega-CrunchyChip” decided to jump on the “green” bandwagon, but how? Their product is made primarily of sawdust, crude oil, and mono sodium glutamate (YUMMY), and that’s all packaged in a cellophane / foil bag with oil-based inks printed on the shell.

What’s the green advantage there?

I can almost hear the suits theorizing across the boardroom table right now…

“If we reduce the amount of ink we lay on the bag (more white space — tee hee), and maybe incorporate a little green leaf in the logo, consumers will perceive that we’ve ‘Gone Green.’ ‘Cuz branding IS all about perception, right?”

Again… Horse puckey. (Sir)

Green packaging.

That doesn’t mean green-colored ink or green paper. Heck, it doesn’t even mean recycled paper! Sure, it’s about the environment, but it’s also about your brand’s disclosure. And, it’s about your consumers’ choices.

It’s important for consumers who want to make greener purchasing decisions to pay attention to the fine print. If you offer packaging or products that tout being “green,” then you need to give the consumers a little more than a “green design.” Give them a little clarity on why it’s green.

Here’s a short guide that can help lend a little “green” to your packaging design, and maybe a little credibility to your “green” brand.

Complete Compost: “Recyclable.”
This means that the product can be recycled, but it doesn’t mean that the manufacturer has done anything to make it greener through the manufacturing process.

Some Fertile Soil: “Made From Recycled Materials.”
This means that the product is made in part with once-used materials. But it doesn’t specify percentages.

Springy Greeny: “Made from 100% Recycled Materials.”
Made with pre-consumer waste left over from the manufacturing process, this means that no virgin materials were mined or harvested to make your product.

Screamin’ Green: “Made from 100% Post-Consumer Recycled Materials.”
In addition to saving on natural resources, post-consumer waste is the greenest category because it reuses materials once used by consumers. Many products will include a mix of post consumer and pre-consumer recycled materials.

Your green efforts aren’t about just “looking” or “saying” green. The process, your clarity, and your commitment to the environment will make TRUE green branding part of your consumers’ buying decision. If you try to fake it, you’ll end up with more than green on your face…

Food for thought…

Keep Cooking
Andrew B. Clark
–The Brand Chef

They were once a prospect…. then a lead… then a presentation opportunity… Then… well, you know the routine. But now that you’ve landed this whale (for lack of a better term), what happens? You’ve finally contracted with this client. Does the attention to this particular fish scale back (no pun intended)?

Is it all about the conquest?

Is the honeymoon over?

Well, I’m here to tell you, it better not stop there.

Continued customer engagement is key to your business’ sustainability – the key to your success – and honestly should be the easiest part of your job. Or would you rather go on making cold calls and play the dog-n-pony for new leads every day?

Here are 10 simple tips that will improve your customer engagement.

1. Realize your engagement starts on day one.
If it’s a cold call, if your business model involves lead generation, customer engagement begins with your handling of that lead. Set the tone of the entire relationship as soon as they pick up the phone.

2. Start at the beginning.
TRUE brand engagement gets the biggest return by starting with the Truth. You can’t define your customer’s unique positioning statement until you’ve dated for a while. So slow down and learn. And let THEM learn about (and from) you.

3. Make it easier to be your customer.
Does your business card have your cell phone number on it? If you don’t want to go that far, does it have a number on it where an actual HUMAN answers… maybe even you? Break the barriers you’ve set up to ward off telemarketers and spammers. Your customers don’t want to feel like they’re not part of your culture.

4. All customers (new or old) are created equal.
Sure, a whale gets more attention than a guppy, but keep that fact in the ledger only. Support, lines of communication, and reaction need to be consistent across all levels. Think of it this way… Do you have a favorite child?

5. Personalize and customize.
In another lifetime, I was a kick-ass waiter for a national restaurant chain. I knew, by instinct, that if I knew the customer’s name, their drink preferences, even where they like to sit, that my engagement would improve their experience while at the restaurant (not my flair). Results? Return customers. MUCH better tips. More promotional opportunities for me (never realized due to a job offer in the marketing communications world… from one of those customers… ironic?)

6. Know the difference between “New” and “Well seasoned” customers.
New customers have different needs and expectations than those you’ve had for years (even months). Do your research to understand and respond to these differences.

7. Ask.
Most people want to be heard. If they’re like a lot of our customers, they’ll make sure they’re heard… are you there to listen? They like being asked. The act of surveying your customers makes them understand you care. When you report the results of the survey back to them, that’s a double confirmation of your engagement.

8. Show a little appreciation.
If a customer has shown you loyalty, how do you reciprocate? It can be as simple as a Friday afternoon lunch on the company. Or it could be going beyond stipulated expectations – at no extra cost to them. “Can you see how much we appreciate you?” Isn’t always a bad question to ask (yourself).

9. Give ‘em a little buy-in option.
Build a customer panel or advisory board, and invite your customers to join. You’ll be surprised by how many want to participate, share, refer, and engage more as a result of their “one-on-some” participation. If you listen and act on what they have to say, that not only builds their loyalty, but also makes them more willing to reach out to prospects.

10. Use their network.
If a customer provides a referral, that’s like they’re saying “These guys did good by me. You should use ‘em too.” And it’s a sure testimonial of an engaged customer to give a referral. Most customers feel better about the value of your brand when they refer you to people like themselves.

Simple customer engagement should be a daily routine – above lead generation, above self-promotion, and above working “in” the company. If you incorporate these 10 simple tips, you should see a great improvement in return engagement from your customers, thus making the rest of it seem easier.

Until next time…

Keep Cooking!
Andrew B. Clark
The Brand Chef