The Story of YOUR Brand
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The Story of YOUR Brand. By Sedick Sasman

You now have that job. There is a standard you have set and need to consistently uphold. (It doesn’t help if you were dishonest in your application. Actually, you’ll probably get fired eventually.)
 You need to build and maintain the trust between your brand and your client. Now, it’s very difficult to do this if you have already screwed up by being dishonest. It’s not entirely impossible, but extremely difficult. (But more on that later)

The best way to build and maintain trust with your client is to be consistent with your message. Ensure that what you are communicating is the same on all levels. From advertising, PR, right through to the internal workings of your company.

Convey your story properly. 
For example, your brand/business made a first impression that… well, impressed your new client, who decides to take the plunge and buy your product or service.

Proceeding with the sale, you package it in a 10c unbranded plastic bag and your cashier, who didn’t wash his/her oily hands after lunch, hands him a generic hand written receipt.

You might be thinking, “Oh hell no! I wouldn’t do that!” 

Maybe you won’t, but all these small details count, and there are two ways that this can end:

1. The client remembers the bad service, tells his friends, and never comes back.
2. It was such an uneventful experience, he tells no one, and forgets about you.
None of these are good.

You need to put in a bigger effort to ensure that your client knows that you value his time and money spent with you. Whether it be spending a little bit extra on packaging, or making sure your staff conduct themselves in way that echoes you brand’s values. These little things go a long way in ensuring return business. You need to continue telling the story you introduced with your initial communication material, be it flyers, ads or even word of mouth.

“But what if the markets and economy changes?
 Would I not need to adapt my budgets?”
 Companies have the tendency to buckle under the pressure of the economic state we all fall victim to. This does not have to happen. Your story can continue even when on a tight budget. The key is to make an economic crisis work for you, and to make every effort to not ever water down your story.

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