What signals does your brand or business consciously and subconsciously send to people who are curious, eager to learn, or ready to buy?
After several weeks of closure, the coffee shop was re-opened. People had already formed new buying habits and began to change them now that it became convenient again to order a cup of coffee to go.
After a few weeks, the coffee shop mysteriously closed again for one week.
The cars usually parked near the entrance to give the impression to customers that the coffee shop is open are missing. From the street, all other signs indicate the coffee shop is open.
The sign is bright, the umbrellas and chairs are on the patio. The Drive-Thru sign points the way to satisfaction at the back of the parking lot.
The signals reinforce the new habits people formed from a presence that says, “We’re open, place your order.”
Drivers still pull into the parking lot and accelerate to the drive-through, ready to order a low-fat soy latte with an extra shot.
The cars and SUVs that zip past my window brake hard when they notice the orange cones blocking the entrance to the drive-through.
I see them checking their phones as they slowly drive to the exit, perhaps wondering why Starbucks is closed again.
I had a similar experience when I waited in line at a Wendy’s drive-through. I couldn't go in because the popular fast-food chain can’t get enough staff. There were five cars ahead of me; we each heard the same message when we got to the microphone: “We’re sorry, we are closed due to lack of staffing.”
All it would take is a sign near the drive-through to let customers know whether the restaurant is open and what to expect.
Several drivers park their car in front of the entrance and pull hard on the unyielding entrance door, then read the only signal that the store is closed: A letter-sized print-out with an apology and an appeal to stop back soon.
After they read this, customers look around in confusion as if they can’t comprehend that their local Starbucks is closed.
I feel sad for others: People with limited mobility park toward the back of the empty parking lot, slowly make their way to the entrance, read the sign, and sadly retreat to their cars.
A small group that meets weekly hasn’t been back after the mystery closing.
The signals promise a reward, satisfaction, and the comfort of familiarity in a place that promises community.
The signals your business sends are the words, actions, and behaviors that reinforce the behavior you want people to take and the promise you want people to believe.
During times of uncertainty, your brand must send three key messages to customers:
Speak to your customer’s mind. Touch your customer’s heart.
When you do, they are more likely to listen, care, and engage with your brand because your business spoke to one thing they need right now: We see you, we hear you, we’re here to help you.
Listen to the Everybody Brands podcast so you can send the right signals to your customers and clients.
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
Do you feel powerless because you’re competing against deep-pocketed competitors? Call today to design a strategy to capture demand, create new customers, and grow your business.
Aespire is a Woman-Owned Small Business Enterprise (WBE)
Many essential services companies struggle to explain how their expertise helps customers solve problems and achieve their goals. Aespire guides leaders with brand strategy, design, and marketing so they can start, grow, and sustain high-performing teams and profitable businesses.
We're committed to helping people flourish, businesses thrive, and communities prosper.
Privacy Policy | Terms of Use | Accessibility | Privacy Settings | Site Map
As an Amazon Associate, we earn from qualifying purchases on this and other affiliate programs.
© 2024 Aespire Cleveland Ohio StoryBrand Certified Ohio Marketing
|
Brand Strategist | Built on
Aespire Websites Made Simple