Branding: Spread the gospel

A. Brand evangelists are your business's greatest fans. They not only purchase your products and services, but spread your message throughout their circles of influence. They log onto Facebook and Twitter to gush about positive experiences they had at your store, share photos of your products on Instagram and submit 5-star ratings on Google and Yelp.

Brand evangelists believe in what you do, value what you stand for and can propel you to a new level of success. Additionally, brand evangelists can break through advertising clutter and bring people to your business through personal testimonies.

You cannot “get” brand evangelists—you have to build them. This process, brand evangelism, comprises consistently delivered promises, meaningful products/services and exceptional customer service.

Keep your promises: The childhood adage, “Don't make promises you don't intend to keep,” is relevant in business. Consistently following through on promises builds trust and ultimately, loyalty. 

Provide meaningful products/services: When your business provides products and services that add meaning to a customer's life, they are likely to advocate for it. They will view your brand as meaningful.

Wow your customers with exceptional customer service: Businesses stand out when they go the extra mile to provide exceptional customer service. My favorite example of this is a story about a stuffed giraffe named Joshie who a young boy left at a Ritz-Carlton. The staff members not only shipped Joshie back, but included goodies and a photo album documenting the giraffe's extended stay at the Ritz. This landed them customers for life and press attention.

Lalaina Rabary is the communications and marketing specialist for People for Quality Care. Reach her at lalaina.rabary @vgm.com.