Brand Surprises: Making Customers Smile

- March 15, 2012

Recon Thursday/Positioning

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing, and it is Recon Thursday.

Today we are going to talk about brand surprises and how to make your customers smile a little bit more about your company, product and brand. I’ll also share a recent experience I had in the marketplace when having a tire replaced.

We all like surprises don’t we? What is a surprise? It’s something that is truly unexpected and typically it makes us smile. Think about how that relates to your company and brand. What would be a brand surprise that you can share with your customers when they come into your business or interact with
your product?

Every favorable impression you create for your customer enhances your brand. Remember, the brand resides in the mind of the customers and if they are now smiling and thinking positively about your brand they are very likely to use your product in the future.

Just a few days ago I went into Firestone Tires to buy a new tire for my car. I was treated very well and was impressed by their customer service. At the conclusion of the transaction, they asked if I would like to round up the amount of my payment to the next even dollar amount and donate the change to Meals on Wheels. I agreed to the donation and it really made me smile.

This round-up charity contribution is a very good idea. Firestone has aligned the fact that they are a tire seller with Meals on Wheels, which is a very good fit. I thought this particular brand surprise was great. It made me feel better about their brand. I’m more likely to tell friends and I’m more likely to return to Firestone in the future.

What can you do to create a brand surprise? As you are interacting with other companies, products, and brands, take a look at the brand surprises they are creating. Encourage the people within your organization to develop a campaign that will truly make your customers smile. It doesn’t have to
be expensive or complicated. It has to be something that resonates with your customers and will encourage them to continue turning to your brand in the future.

That concludes Recon Thursday for today. I hope that you can create a great brand surprise. But don’t tell me, surprise me.

To discuss a one on one service engagement and enhance the marketing and branding for your organization, contact James Glover at (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.