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EPISODE IN BRIEF
Today, Nick and Chris get into the nitty gritty of evolving your brand.
Are you hustling to make sales and ensuring you remain profitable at the expense of developing your brand? Have you given thought as to how you can create fame for your business – and to hero your brand for extra sales leverage?
Today’s episode of Coaching Conversations is more of the terrific Up-Coach wisdom we need as we wind down an enormous year and gear up for the next…
Time Code/Show Notes
0.26 Intro: Business coach experts Nick Psaila and Chris Herbert put some context around the notion of building fame for your business.
2.15 Nick looks at examples of evolving brands including Harley Davidson. HD is more about the lifestyle than the bike – yet the bikes have evolved in 2022 with new models that retain their heritage HD aesthetic with a Gen Z edge.
5.52 Outdated tropes include best service – cheapest prices. Everyone does it – or says they do it. It’s not a valid USP anymore. You cannot lean on these common propositions alone. Nick talks case studies; McDonald’s, Nokia and American Girl.
9.53 Evolving does not mean changing your whole brand; it means deep diving into the psyche of what the consumer wants from your product or business. The evolution of McCafe or Uber Eats for McDonald’s. The evolution of Taxis – with score ratings to combat the growth of ride-share companies.
11.25 Perception is real – and 80% a done deal. Websites must be ultra-slick. Travel industry sites have to supply current video / real photos / walk-throughs – the perception must be 2022.
15.20 Listen to your customers/clients. Look at your own Google reviews and compare to your competition.
18.32 Perception is key to evolving your brand. It’s a powerful thing to consider just how your brand looks to the wider world.
19.52 Nick wants us to consider the tastes of our audience. Look at the way spa baths have evolved – there are now spa pools that seat 12!
Tap into the needs and wants of your clients. Evolution is key – products like mobile phones used to have a six-month shelf life on average. Now it’s six weeks.
24.49 How do you interact with your audience? How do you keep current if you don’t know what they want? Do they want personalised service? Do they want to be left alone? How do you get that information?
26.40 Case study; Ikea and the evolution of kitchen supply/installation
28.00 When you observe your client’s needs and wants, you can begin to evolve the way you service them. But in doing so, do NOT lose sight of your own personal visions. Don’t change so rapidly that you lose who you are. What can you do to be that little bit “extra” ? Case study; World Cup 2022 in Qatar.
32.00 If you’d like to know how a business coach can help you evolve your business, email ask@upcoach.com.au for more information on today’s podcast.
EPISODE SUMMARY
Three main take-aways from today’s episode centre on getting to know your client needs and wants. People change – and their needs change. It’s as simple as that. Failure to recognise your customer values means failure to evolve in any sense. Don’t ignore your customer.
Perception is the deal breaker. What you look like, feel like, how your brand speaks to the world – in person, online, across your marketing.
And think about how you can freshen up your brand without losing the essence of why you went into business in the first place.
Evolving your brand is all about asking your customers “what do you want’ and adjusting your brand accordingly.