What it Takes for People to Go Out of Their Way to Work With You
Hi Everyone. Today’s video was filmed at American Nails with Cal, the only guy I trust to keep my nails looking pretty. Before I share more about why Cal is such an important guy in my life…Let me ask you this question…
Why do we choose one brand over another?
Why is it that some people will drive past two 7-Eleven® stores to find a Starbucks® Coffee shop? The answer is simple. It’s because of the combination of characteristics that differentiates Starbucks® from 7-Eleven®. For the true coffee connoisseur, 7-Eleven® is no match for Starbucks®.
And that is exactly why I love “American Nails” so much. I drive over 10 miles for 22 minutes across two counties, passing exactly 7 other nail salons on the way…just to have Cal do my nails. You may be wondering why I would do this.
Well, by the second or third time I visited the salon, I was greeted by name. Then, when I’ve had a chipped nail, smudged polish or any other nail crisis Cal has always promptly fit me into his schedule and INSISTS that I not pay for the repairs. How many nail salons have YOU gone to that have provided such great service?
In today’s visual, image-conscious world, branding is essential to the success of any business. The power of branding distinguishes companies like Coca-Cola®, Apple®, Starbucks®, Disney®, and McDonald’s® from their competition.
Whether you are a business owner or corporate professional, personal branding is essential to your success. Promoting a personal brand that reflects the truest expression of who you are and the value you offer is YOUR COMPETITIVE ADVANTAGE.
In the mid-1980s Toyota launched their new luxury car brand, Lexus, with an advertisement in Today magazine. The introduction was a milestone for Japanese automakers entering the highly competitive luxury car market, and thus the event caused an unbridled media frenzy. Within a few months of its debut, however, the Lexus had to be recalled to correct a design flaw. Many observers felt that this would be disastrous for Lexus.
But, the young company proved the “experts” dead wrong.
They began by issuing a polite, apologetic letter to everyone who had bought a new Lexus. Then, they explained that someone would pick up their new Lexus and leave them a loaner while the Lexus dealer took care of the problem. Their repaired car would be delivered within 24 hours, freshly detailed and refueled. A year later, a survey revealed that more than 99 percent of all Lexus owners expressed satisfaction with their purchase, and said they would buy another Lexus, based solely on the way the recall was handled. Lexus proved being true to your core values helps you make the right decisions in building your brand.
We can learn a great deal about managing our personal brands and careers by understanding the power of branding and applying it to our own lives. And who knows…if you give the proper attention and care to building your irresistible brand, you may have people passing up the competition for the chance to work with you.
Delivering an excellent product that is backed by superior customer service is an essential part of defining a brand that people will go out of their way to experience.
Lethia Owens is Branding and Market Domination Strategist. She has earned the Certified Speaking Professional (CSP) designation which is the highest designation awarded by the National Speaking Association. She is ranked #8 among the top 30 brand gurus in the world and she has completed a 6-country tour for her best selling book Your Brand Influence: The Art and Science of Building an Influential Personal Brand. Lethia’s message of reinvention, courage and self-empowerment has inspired audiences on Fox, CBS and NBC affiliate networks.