Have you ever found yourself looking for a rare item or service? The process goes like this: 1) Google the rare item, 2) find a list of possibilities, 3) call the possibilities, 4) and finally,
compare value.
Even if you’re not looking for a rare item or service, but it’s your first time talking to a brand you have never purchased from, you may find yourself in a bad conversation like this:
You: Do you sell X?
Brand: Well…let me ask my manager. We can do that.
You: Have you ever done this before?
Brand: Yeah, lots of times.
People don’t have much confidence in a brand that doesn’t have a structured service/product offering. The only way an unorganized brand can compete is on price or turnaround time.
This problem is prevalent in young and aging organizations. Young organizations are trying to get their feet wet, find their sweet spot and develop their skills. Aging organizations get stuck in their processes that once made them great, but miss the fact that their competitors have increased the value of their offerings and the market has become more demanding.
Live life with your market, shop your competitors and define your offerings. Say “NO” to good things and “YES” to great things. Only then can your brand build a reputation that will travel first class, via word-of-mouth.
