It’s Just a Crayon – Big Deal

Being that buying a new box of  crayons on a weekly basis has become the new norm in my household, I’ve taken the time to ask myself a question.  Are all crayons created equal?  To the average crayon user, the answer would probably be yes – a crayon is a crayon, right?  Well, not exactly.  You see, different brands color… well, differently.  Some provide a seamless ribbon of color that fills the page with a rainbow of imagination that captivates its users.  Others are more waxy than colorful and the end result is evidence of that.  Since cost isn’t really an issue with crayons – they are pretty inexpensive, what would make a customer choose one  brand over the other?

Creating a brand is so much bigger than the logos and websites that we can’t wait to print on letterhead. It goes far beyond ad slogans, products, or services.  It’s the essence of who you are as a small business and it starts the moment you say that you are a business owner.  I went to the library (yes a brick and mortar location) recently and found a book entitled Branded Customer Service: the New Competitive Edge authored by Janelle Barlow and Paul Stewart.  I’ll admit, I’m only a few pages in but what drew me to the book was the fact that it married two topics that I feel are impossible to succeed in business without, strong branding and stellar customer service.   Right there in the introduction it gives the perfect definition of branding and I quote, ‘At its most basic level, a brand is a unique identity.  It is a shorthand way the public thinks about what you do, produce, serve, and sell.’    The authors continue… ‘Branded customer service goes beyond generic service….its a strategic and organized way to deliver on-brand customer experiences that magnify brand promises.’ 

So for the small business owner, the challenge is not only building your brand but to create a service culture within that brand that constantly reinforces your brand with each experience.  Printing ‘thank you’ at the bottom of your receipt is worthless if you are talking on the phone while you ring up the transaction and not engaging the customer in a conversation.   Having a ‘contact us’ link on your webpage is worthless if you don’t respond timely and when you do, its via email and not a personal phone call.  Every interaction is key and mishandling those experiences can lead to brand erosion, ground that is hard to make up once its lost. Keep in mind, there is always someone else out there who does what you do, but who does it better is the  playing field where battles are won and lost.

So, what would make a customer pick one crayon over another? The brand that not only addresses the immediate need  but who also offers solutions that provide added value to ongoing needs in the future  will draw customers back to the brand, back to your business, time and time again. People who think of you as just a crayon (big deal) consider you disposable.  But, those who regard you as their crayon, will stick with your brand from box to box. 

Support local businesses:  Cross Channel Market.  Owner:  Camara Randolph. www.crosschannelmarket.com