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What’s In A Name?

Author: Jeffrey Mayer   |   June 17th, 2011

What do you think of when you hear the word ‘Disney’?

Movies? Cartoons? Disneyland? The little guy with the soft-pitched voice and red pants?

Most small business owners think they know what branding is… but they’ve usually got it wrong. Brand recognition is the following:

  • Brand Recognition is awareness of a company, its product or service.
  • Brand Preference is preferring one company’s product or service over another.
  • Brand Insistence is not accepting a substitute. If I can’t have this product, I’m not interested!

There’s also a fourth choice: Brand Avoidance. That’s when a company has done such a bad job of positioning their company, products, and services that you avoid it like the plague. But that’s another subject.

Brand Recognition is a general awareness of a product, service or company. It’s familiarity. Let me ask you, what happens when you’re planning your vacation and you ask your kids where they want to go for vacation.

If yours are like mine, the first words out of their mouth are DISNEYLAND!

But what if you give them a choice: Universal Studios, Knotts Berry Farm or Disneyland?

They insist on Disneyland.

That’s BRAND INSISTENCE!

This has been the magic of Disney  since 1923. Walt Disney created a culture within his company that’s lasted more than 80 years. It’s a culture of offering quality and focusing on their guests.

When new employees start working at Disney’s theme parks they actually go through courses at Disney University. They learn the Disney way of greeting people. They learn Disney’s mission, history and culture.

What is your corporate culture? What is your foundation? What do you want to create? Do you teach or ‘educate’ your people?

How well do you serve your customers?

To be successful in business today you need processes and procedures. Standards are quite important to small business branding. Everybody must be doing things in the same way.

  • What do your people say when they answer the phone?
  • How do they handle customer service problems?
  • What do they say when they pick up the phone to call a prospect or customer?

What do they do on a sales call? What are your top sales people doing that is different from the rest of your team?

Why should a potential customer do business with you, or your company, instead of a competitor?

If you’re not getting great results from your telephone activity you may need to improve your phoning skills.

What are your closing ratios? If you don’t have a great closing ratio, it may not be your closing skills that need improving. Instead, you may need to improve the quality of the opportunities you are opening.

With processes and procedures you can create a Best Practices manual for your organization. A step-by-step listing of all the things that work best for you and your company.

Sure, you’ve got too much to do. You’re real busy putting out fires. Going from one emergency to another. But when you know exactly where you want to go and what end goals you want to achieve, everything else falls into place.

Wrapping Products Around Each Other

Beyond Disney’s culture is the goal of wrapping all of their products and services around each other. Look at how everything meshes.
There are

  • Theme parks
  • Cartoons
  • Movies
  • Television programming
  • Disney Channel
  • Music
  • Clothing
  • Toys
  • Licensing
  • Video sales
  • Books and comic books
  • Comic strips and a whole lot more.

Everything is geared toward the same audience, families with young children. Your kids see a movie. They buy a toy. Then a book. At home they watch the cartoon on television, with ads for more Disney products.

You buy a video and there are ads for three or four other Disney videos plus ads for forthcoming movies.

Everything sells everything else, which is why small business branding is so important.

What are you doing to create additional products and services that wrap around each other?

How many different offerings do you have for your customers? What can you do to increase the amount of money they spend with you?

To do that you’ve got to change your thinking. Don’t think transactions, i.e. finding a customer closing a sale and then moving onto another customer. Think transformational, improving the lives of your customers.

Here are 3 things you can learn about small business branding from a company like Disney.

  • Create a culture within your organization with focus and clarity on your goals and objectives.
  • Provide your customers with wonderful service and create ‘memorable’ experience.
  • Create a line of products and services that wrap around each other.

Put these strategies to use and you’ll be more successful and won’t have to work so hard.

Reprinted with permission from “Jeffrey Mayer’s SucceedingInBusiness.com Newsletter. (Copyright, 2003 – 2005, Jeffrey J. Mayer, SucceedingInBusiness.com.) To subscribe to Jeff’s free newsletter, visit www.SucceedingInBusiness.com

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One Response to “What’s In A Name?”

  1. Willy Christopher Says:

    Excellent breakdown at the beginning in comparing Recognition, Preference and Insistence. Hadn’t seen that done before.

    We were just talking about the Disney Experience in our office this week, so thanks for expanding on those points of reference. We’ve always seen them as a great model when it comes to branding.

    It would be interesting to see what you thought of Nordstrom.

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