BRX Pro Tip: Why One Brand Over Another
Stone Payton: [00:00:00] And we are back with BRX Pro Tips, Stone Payton and Lee Kantor here with you. Lee, we talk a lot about branding positioning in our Pro Tips and throughout our work with our clients. But when you really boil it all down, why do you think people choose one brand over another?
Lee Kantor: [00:00:20] Right. There’s obviously lots of reasons why people pick one brand over another. It’s how they want the people to see them. There’s a status element of it. But at the heart, I think, of choosing one brand over another is, which brand makes me feel good about myself that I’m part of this community? So, when you’re out there, especially in professional services, you want your brand in the community to be congruent with how your customers want to be seen. And at the heart of your customers, you have to remember that your customer is the hero of the brand story. As Donald Miller likes to say, that your story has to be all kind of customer focused and you are just there helping your customer get to the outcome they desire.
Lee Kantor: [00:01:10] And in our case, our customers like to have leads. They like to have business. They like to spotlight the people in their ecosystem. So, the more that we can help them do that, that makes them feel good about themselves, that makes them in connection to that, feel good about us because we’re helping them achieve that goal. So, remember, what does your client want to feel good about and then deliver that back to them? And don’t discount the fact that status is important. Don’t discount the fact that being respected in the community is important, the impact they’re having, the prestige that they would like to have. All of that is important components of them feeling good about themselves. And if you can deliver that, then they’re going to be customers for life.
