Every Wednesday, I anticipate receiving the ‘Marketing Minute’ newsletter written by Marcia Yudkin, a respected marketing expert located in Massachusetts. Her newsletters are routinely full of quality content, are short and to the point. A recent article, graciously shared below, carries a strong branding message that we should all pay attention to: develop and know your brand, then stick to it. Remember who you are and what you set out to do. Avoid temptations to deviate from your set direction. No matter what – do not deviate from your brand – not even a tiny little bit. If you know your brand, it will help you attract your ideal customers.
“A lot of customers came to the bar. If one out of ten
enjoyed the place and said he’d come again, that was enough.
If one out of ten was a repeat customer, the business would
survive. To put it the other way, it didn’t matter if nine
out of ten didn’t like my bar. This realization lifted a
weight off my shoulders.
“Still, I had to make sure that the one person who did like
the place REALLY liked it. In order to make sure he did, I
had to make my philosophy and stance clear-cut, and
patiently maintain that stance no matter what.”
So writes Haruki Murakami, one of my favorite novelists,
about what he learned owning a jazz club in Tokyo for
ten years.
A few things follow from his brilliant insight:
* Don’t be bland. Take a stand. Help folks understand
what they’ll experience differently doing business with you.
* Let the 90 percent drift away. Serve your 10 percent to
the best of your ability.
* When you hear criticism about what you’re not, smile.
Reprinted with permission from the Marketing Minute. Subscribe at
www.yudkin.com/markmin.htm.
There will be customers who love you, appreciate what you do and the value you bring to them. There will be others that simply are not a good match for you, your products or services. Cater to the group that loves and appreciates you and what you bring to the table. Decide which from the other group might be convinced and converted. Let the rest go — they are not your customers. They don’t appreciate what you offer and are not a good fit for your brand. You don’t have to change direction from your brand to please them. Know your brand and then stick to it.
