Forced situations lack lasting significance.
When chasing money above all else & putting its acquisition before the customer’s needs, many businesses settle for one or two exchanges that may pay the business well in the short run but compromises long-term viability. This undoubtedly depreciates brand equity.
What determines if your customer returns again & again? Simple – Always provide quality solutions that add value to their lives.
Is customer the best word to describe who you provide value for while their support helps keep you running? Perhaps, but it sounds like a form of friendship. Return clientele can be seen as the life force of your business. It is in a brand’s best interest to serve them well.
Relationship. Loyalty. Trust. Consistency.
These are a few words that underlie this exchange in value. Over time a client becomes so loyal and trusting of your brand’s services and products that they begin to identify with your brand as a part of their life. Consistently exceeding expectations, they’ll begin to explore how else you may provide value. They may begin coming to shop/work with you before another preferred brand.
Breaking hearts sparks innovation & growth.
There is more to each party (client/customer & brand/business) than one may let the other know. A brand may one day (seemingly out of the blue) begin offering different product lines, phasing out older ones, or pivoting to another product segment altogether.
This may leave the customer asking, “what about me and what I like & what I need?” The test is if the customer tries the new offering and prefers it to the older offering. The brand may have a certain vision in mind, but can a customer stay loyal after a broken heart? Time tells.
Providing something unexpected can make your client base uncomfortable. As a brand you want it to be for the better: excitement, intrigue. Change is constant and to sustain a brand has to innovate. If you can’t risk loss for reward, you may end up losing more in the long run than if you take the calculated risk.
Who are you, anyway? Poser, copycat, or the real deal? Why are you here?
If potential customers can’t sniff out exactly who you are and what you stand for, they won’t be customers for long. Genuine and authentic is the man or woman with skin in the game – they have something to lose in any exchange, impacting their credibility.
Flow. Design. Discipline.
Often when working on projects such as painting a home, we get so lost in the process that we lose track of time & space. Nothing else exists, but the drywall we’re repairing or the straight line we’re painting along the ceiling.
Until complete, all that exists are the details & the process seeing the plan through. This is what we call The Flow. Athletes call it “the zone.”
Roll with the punches, continually innovate & pack a punch that makes them go Whoa!
Once complete and cleaned up, the final product can be appreciated (or scrutinized for improvement). The final product or project’s execution was conceptualized and planned before any tool was used and any hands-on work began.
Each product or project; thus, is by design. Discipline is the distance between design and product. It is our flow that sees it through. You can say that’s just how we roll.
Oilwheel 