A close friend of mine regularly stops at her local fast food drive-thru for breakfast. Last week she asked for a cup of hot water with her order. The woman at the window told her that request would cost her fifteen cents. In the past, there was no charge for this “little extra.” Yet, on this particular day, the woman asked for money and clarified that the fifteen cents was to cover the cost of the disposable cup and lid.

Any of us in business know that this makes sense. It costs the restaurant money to provide water in a disposable cup to its customers. The next day my friend returned and was serviced by the same woman. She ordered the same breakfast, requested hot water, then proceeded to hand over an empty travel mug.

Despite the fact that there was no disposable cup and lid being used, the woman still charged her for the hot water. It’s difficult to know what this restaurant’s policy is. If they have one, it is inconsistent. If it happened to my friend, how many other people are experiencing the same scenario?

If you create a new policy in your company that impacts your customers, be sure to communicate this policy clearly to all employees. Customers like and expect consistency. They are also willing to pay a little extra to get it.

To learn more about how LeapZone Strategies and sidekick Lift Strategies can help you create more consistency, awareness and profitability through business, branding and marketing strategies, fill out our free Needs Assessment Questionnaire today.

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Due to recognizing one of our own stuck point or “pot hole” as I like to call it, we have created a new rule at LeapZone, and that new rule is to always provide a Corporate Style Guide to our clients no matter what level of Branding Program they are on.  We have 3 different Branding Programs and only the second and third included a Corporate Style Guide.  I know, we do things sometimes that make no sense…

The important thing here is that You spoke and We listened.

So, why is a Style Guide so important? Well, for one, to promote a certain level of client autonomy, which, lets face it, does reduce the amount of random phone calls inquiring about fonts, PMS colours and logo formats.  But, more importantly, it’s to help you properly communicate your brand personality while gaining an understanding of some of the elements of your brand identity and how to use them effectively for maximum consistency.

A corporate style guide also provides an overview of your brand foundation and explains the DOs and DON’Ts of how to maintain the integrity of your name and identity. It also guides you as to how to use of your logo and each of the elements involved in communicating your unique personality.

The more clarity gained around who you are and what you stand for, the more consistent internal and external communications become.

Maintaining consistent communication brings:
•    Ease of decision-making
•    A common flow among the team
•    A clear sense of direction
•    A uniform customer experience

To learn more about how LeapZone Strategies can help you increase brand equity and profitability through business and branding strategies, strategic planning, performance coaching and brand development, fill out our free Needs Assessment Questionnaire today.

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LeapZone wants to know

If I had to choose one thing to focus on when building or maintaining a brand, I would focus, without a doubt, on communication. Clear, honest, and thoughtful communication is the backbone to any great brand; whether you’re speaking in person, on the phone, in an email or text message, or creating an ad, brochure or website. Good communication allows you to spread the “right” word to the right people, and unite your team to make your business an outstanding promise delivery system. Because if you are truly being honest, with you and your audience, then delivering on a promise should be a no brainer.

The problem is a lot of businesses don’t put all their cards on the table, and this leads to disgruntled employees and dissatisfied customers. Not being clear with what you can do, or what you need to be able to do it, leads to wasted effort, missed deadlines, and a whole lotta stress.

So, here are 5 aspects of communication to focus on:

1. Really believe in what you are doing and why you are doing it. Your authentic passion for your business will transfer to your communication and be felt by your customers, prospects, and team.
2. Make every word count. Only say what you can actually promise and deliver on to build credibility.
3. Be consistent with what you are saying – across the board, through any medium. Consistency builds trust, showing that you mean what you say, every time!
4. Know the value of your brand. The clearer you are on the value you deliver, the easier it will be to get that across in your messaging.
5. Do what you do well – good communication most certainly paves the way for positive, consistent action, and as the saying goes, “Actions speak louder than words!”.

Have fun!

To learn more about how LeapZone Strategies can help you increase brand equity and profitability through business and branding strategies, strategic planning, performance coaching and brand development, fill out our free Needs Assessment Questionnaire today.

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The “Brand Wheel” is designed to help you identify, on a big scale, which areas of your brand need further development or attention.

How does your brand measure up? Find out today!

Brand Wheel (PDF download)
Click here for Brand Wheel Simple Video Instructions

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As you know, first and foremost, increasing sales has a lot to do with whether you have a great quality product or service (a great solution to a current problem) that a certain amount of people (your ideal target market) actually need and want. Common sense? Well, trust me when I say that for some, it isn’t. You thinking it’s a great idea does not always make it so. OK, so let’s assume that your quality product or service is viable and desired.

Increasing your sales also has a lot to do with you understanding your ideal clients and their purchase behaviours. Who are they? How do they shop? How do they make their purchase decision? What publications do they read? Where do they eat? etc…The more you know about your ideal client, the greater advantage you’ll have over your competitors.

Increasing your sales means being crystal clear on your Brand Foundation (your core purpose, what makes you unique and relevant – your edge). And most of all, know what you stand for (your values) and deliver on your promise day in and day out…rain or shine. Branding isn’t a one shot deal, it is NOT an event. Branding is an on-going juggling act of continually tweaking your brand foundation through research and conversation. If you’re not tapping into those conversations with your audience, how do you know what their real impression of you is? How will you know how to address it? After all, consistently delivering on what the client needs and wants is what it’s all about, right?

So here it goes:

1. Be unique and relevant – from receptionist to voice mail.
Know your brand (your own unique rhythm) and make sure that everyone on your team is dancing to that same rhythm. For example, our off-site bookkeeper has our LeapZone email stationery template to ensure overall consistency and integration when communicating with clients.

2. Never make a call or lead a meeting – without a purpose.
Always know your desired outcome before making your call or leading your meeting. I always journal to clear my mind and jot a few things down on paper before making my call to gain the clarity that I need to make it a successful call.

3. Ask questions – get your prospect client thinking.
And most of all, listen. Don’t be too busy thinking about your next move, or your next question. Actually listen. Great clues come from truly listening to what your prospect is saying. Listening is truly the key to providing massive value.

4. Create trust – selling is the transfer of trust.
Need I say more.

5. Never quote price – until you establish value.
When people don’t buy…it’s for one reason and one reason only: They do not see the value. Period. If you show them the value…they will show you the money.

6. People like to buy – not be sold. (in any economy)
The key is for you to help them buy. Help them make the right choice for them. Whether you’re the solution or not. It’s that simple.

7. Options are often road blocks - keep it clear and simple.
Too many options can create hesitation and confusion. The more decisions your prospect has to make along the way, the less chances you have of making the sale.

8. Un-written goals – are only wishes.
Have written, crystal clear mission and make sure that your entire team is part of the same mission.

9. Things that get measured – get done.
Make sure that you have a simple and effective way to measure your progress.

10. We are what we think we are – raise the bar!
Henry Ford said it best, “Whether you think you can or can’t, you’re right.” Know what makes you and keeps you at your best…and get rid of the rest.

To find out how LeapZone Strategies can help you decrease sales lulls, ineffective business practices, and lack of direction in tough times, take our free online Needs Assessment or contact us today.

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