Keys To a Strong Brand

Seven elements to level up your brand and keep clients coming back for more

By Nathalie Plamondon-Thomas

HAVING A STRONG BRAND DOES NOT ONLY MEAN THAT YOUR STAFF WEARS A MATCHING DRY-FIT SHIRT.

To look at seven key elements of a strong brand, let us use an example you more likely all have heard of: OO7, James Bond, a British secret service agent who was created in 1953 by Ian Flemming. The movie series has been going on for decades. James Bond is a BRAND.

1. Many Actors Playing The Same Role

Although Sean Connery is my favorite, this character has been portrayed by so many different actors. What about your business?

Are all the “actors” interacting with your clients fitting the profile of your brand? Of course, you absolutely need diversity and different personality styles to create an inclusive environment. Yet, you will want to make sure that all staff aligns with the general values of your brand. Whether your values include service, fun, inclusion, performance, or resilience, make sure each team member is aware and shares your core values. Invest time in recruiting the right team members. If you are a solopreneur, are you always staying “in character”? Remain consistent and professional even when you are having a difficult day.

Have your own circle of support for when that happens. Your clients are not who you should seek comfort from. They are with you for their own experience.

2. The Villains

Who else is always in the movies? Of course, there will be villains. And they are more evil every time. Understand the challenges that your clients are facing. What are their “villains”. Lead your marketing efforts with the understanding of their problems and position yourself as a solution to these challenges.

3. Supporting Actors

In every 007 movie, we expect a Bond Girl, Miss Money Penny, Q and M. Who are your supporting actors/partners in your business? Your advisory council, your sales and marketing team, your web and tech team, your cleaning team? Make sure you delegate and surround yourself with collaborators. It is quite easy now to use multiple contractors for different specific projects. Do not try to do everything yourself. Focus on what you are good at.

4. The Bond-Uniform

Of course, James Bond has been seen on screen after screen in the same Bond Suit. And we recognize it. Is there an element that identifies your staff from the clients? It creates a sense of belonging for the staff and a straightforward way to tell the clients who they can ask help from. If you are a solopreneur, make sure you keep a professional look.

5. The Fast Cars – The Gadgets

What else do we expect in a James Bond movie? A fast car and gadgets! Make sure your equipment and facility are kept in excellent condition, allowing your clients access to a welcoming environment and the tools they do not necessarily have at home. Re-enter your place with fresh eyes every day and notice if everything is where it should be. We tend to get used to accumulated piles of unwanted stuff that could potentially not look inviting to the newcomer. If you work online, position your camera to avoid your client staring at your load of unfolded laundry on the bed.

6. The Stunts

Explosions, stunts, and acrobatic exploits are to be expected in a James Bond movie. What are you doing in your business that goes over and above the “normal”? How do you “wow” your clients’ experience? What story will your clients share with their friends about you doing this super awesome thing for them?

7. Shaken Not Stirred

What about the James Bond martini? What are the tiny details that make the client feel special? Training your staff and yourself to become great at remembering names is an absolute must. Paying attention to minute details (or using a Customer Relationships Management System - CRM) can help you remember a client’s birthday or special occasion, anniversary of becoming a member, or simply remembering that the client was going away to visit their parents last week and asking them about their trip, etc.

What Do They Say Behind Your Back?

Your brand is what people say about you when you are not there. Brainstorm on each of these key elements, and even better, ask your clients. Survey them to find out what they expect from you or your facility. Ask them why they train with you. What do they love about you? What got them to sign up with you? You will be surprised with what you find out. I am happy to brainstorm with you on a free 15-minute virtual coffee. www.thinkyourself.com/schedule

Confidence Expert, and International No.1 Bestselling Author of fifteen books, Nathalie Plamondon-Thomas is the Founder and CEO of the THINK Yourself® ACADEMY, offering keynotes and trainings, leading-edge online courses, laser-focus business strategy and one-onone transformation coaching. She is the 2021 canfitpro Canadian Presenter of the Year.