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You've got a great product... so what?
The proof of a pudding is in the eating. The proof of your product is in the sampling.
But you have to get your customer to the table first. And before that can happen they need to see it, to want it, to find it and to buy it!
...so having a great product is just for starters.
You may have noticed the faintly 'foodie' taste to my copy - due to many years working in and around food brands - but I find the analogy works well with any business.
Mirroring the mentoring advice I give my food & drink clients, it is fundamental to create a great (and consistent) brand 'flavour' wherever you might interact with your customer - and to keep it simple!
1. Look good
Create an authentic and 'appetising' image and personality your customer would want to share. Sharing is everything today - like you didn't know! But, in the right vein, it's powerful advocacy.
2. Taste good
Make every customer interaction so 'delicious' they come back for more.
3. Do good
Have valuable brand or product benefits, beyond any singular trend, and be something your customer wants to be associated with. More satisfying, more healthy, more responsible or all three!
So, while sampling or 'tasting' your product or brand should seal the deal, there are a host of other hurdles to overcome before that can even happen.
Altogether these interactions are the ingredients that form your brand experience. And a good, consistent brand experience will lead to greater sampling, greater sales and greater loyalty.