| This article sends you Chief Marketers on a | | | | marketers think branding only happens on a logo or an |
| scavenger hunt within your small business. Just search, | | | | ad; master marketers know branding blooms in all |
| for now. Discover and learn for now; we'll apply later. | | | | those small day-to-day interactions between the |
| We are looking for three things: | | | | customer and your business. |
| 1. Look for places to touch the customer. Identify those | | | | Most of these interactions are dimly lit. It's hard to see |
| likely places you can plant a | | | | all of them, and difficult to map them out. Well, it's time |
| "sweet something". | | | | to shine a searchlight on as many of them as you can. |
| 2. Listen for customer phrases or comments about | | | | It's not enough just to find the right phrase, (in #2 and |
| your service. Let her tell you those sweet somethings | | | | #3 above); it's just as important to find the right place |
| that you'd like her to pass on. | | | | to deliver the phrase back to the next customer (#1). In |
| 3. Ask customers a key question--"what's your | | | | another article we'll discuss techniques on |
| favorite thing about our store?" Rephrase it however | | | | communicating the brand back to the new customer. |
| you'd like, but ask, when appropriate. Remember, not all | | | | For now just look for what and where. |
| staff will be comfortable doing this; don't punish the | | | | We suggest you run the scavenger hunt for one |
| ones that aren't. | | | | month. A time limit brings focus and a little sense of |
| Now is a fantastic time to use that Bloom Team to | | | | urgency to a task like this. |
| help you out. Sit down with them prior to the start of | | | | Remember, just dig in and discover. Raw material is |
| the scavenger hunt and brainstorm with them. Many of | | | | what you are looking for right now, not finished |
| them are in contact with your customers. Draw out | | | | product. You are looking for a few veins of ore, now. |
| their good ideas and then put them into action. | | | | You'll smelt it into 14K product, later. |
| Remember, right now you are just hunting, just | | | | Remember: Brand (who you are) + Package (your |
| uncovering, positive ways you can affect and improve | | | | Face to the Customer) + People (customers and |
| your brand. The goal is to reinforce your brand to the | | | | employees) = Marketing Success. |
| customer as often and as subtly as you can. Mistaken | | | | |