 Of the attributes of a business brand, consistency of customer experience is top of the list. Consistency creates customer loyalty. A loyal customer is a repeat customer. Typically, repeat business is a lower cost opportunity to higher profit margins than new business. Therefore, customer retention should be a preferred business priority. But, people and businesses operations are imperfect. Mistakes happen. When a loyal customer is disappointed, how a business responds is an opportunity to strengthen the companies’ brand.
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 I recently coached a business client about expanding her customer base. She wanted improved customer recognition for her micro beers. I asked, “Jane, what’s unique about your brand? How can you attract potential customers?” In her market, brewers have differentiated beers to make individual brand unique. The result of beverage differentiation, however, too often results in a proliferation of similar beers. Instead of unique output, businesses create products that confuse and overwhelm consumers with multiple choices. “My brand is first of all my personal reputation. Customers are attracted to me and then to my beer,” she said.
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About the Author
Richard Wilberg is a creativity coach, musician, photographer, and former business leader who lives in Madison, Wisconsin.
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