Reading Between The Lines
Yesterday, my staff and I held a meeting with a potential client at our RedClick Marketing office. The client was looking for someone to help him with a deadline that was coming up in a few weeks, and he was in a pinch. In the course of the conversation, he mentioned that he was up for a new look as well. So, we went through our normal discovery questions, one of which was - “Tell me about your location’s interior.” This clearly surprised the client, but he answered it in a guarded sort of way, describing a casual atmosphere in which there was a play area for children. I found this rather unusual for an accountant’s office, so I asked him to elaborate. I was “mindmapping” his brand.
There are often many snippets you can get from a conversation that is a reflection of how a brand should be developed. The fact that this accountant caters to young families and treats their children with respect and care is a huge element for differentiating his brand from someone else’s. If I would have asked “So, tell me what sets you apart from your competition?”, he would have responded by telling me about a feature of his services or his people.
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