It's All The Same Beer!
It's All the Same Beer, So why do some succeed where others fail?
It's a rather important question, why do some succeed where others fail? what are some businesses missing and what are some getting so right that they succeed? - the issues starts with the response we get when we ask the first question: What do you think your customers come to you for?
The main answers are:
- Customer Service
- Brand Loyalty
- Unique Selling Proposition
the truth is, none of these are the real reason you have your customers and keep them. It's a far more deep rooted reason that most don't see. So what is it?
This is the question that my talk at the Leamington Business Forum set out to answer. Keep reading to see the four main reasons that businesses succeed or fail and what you need to consider moving forwards.
No one likes to drink alone. That's why a community is so important. It gives that sense of belonging.
- Kent Packman
Sense of Community, Why would you drink alone if you don't have to?
There's a reason why the park run on a Saturday is so successful. It's all down to the community it creates. I don't know about you, but I don't fancy running around a park at 9am on a Saturday in the freezing cold every week. But Several people do - and the reason why is it's a strong community, built on a mutual interest - Running.
There are several communities out there and they are loyal to their own. It's one of the most influential aspects of culture as it creates a sense of belonging. This belonging then helps drive associations with certain brands and businesses that follow a similar ideal. That's why it's so important to think through the community you're going to target prior to setting out your businss plan or transformation.
Perception is Crucial, It determines the community you will attract?
Following on from the community - each one comes with a certain perception. For example Students have a certain perception attached to them and this is transferred onto the places they go. The same can be said for any community and the businesses they associate themselves with. Managing your community can help you manage your perception.
There is no grater example of this other than McDonalds, they are having to manage their perception and adjust the communities that say "They don't use real beef" to increase sales and attract more customers. This was created by not managing the community soon enough and is now costing McDonalds a huge amount in Marketing budget to rectify this.
Reputation Can be Managed and Spun, Who do you remember being involved in the VW Affair?
If you then combine both the community and the perception, then you have what equates to a reputation - however this is only the baseline of the reputation, and you have to manage this reputation to ensure your community and perception are not damaged.
There is a huge example of this with the VW emissions scandal. They were caught out by cheating emissions tests in both the EU and US, this was seen by many as a unforgivable move, and has affected both the perception and the community that would normally be related to the VW brand. They are however managing this, but following such a media frenzy, it is hard to forget that we never remember that Audi, BMW, Mercedes and Porsche were all involved as well. Reputation is a crucial pillar of success, and you don't want to see it damaged.
Be Authentic, The truth always comes out eventually
Finally, if you have a strong community, you're perceived well and your have a high reputation, then you need to make sure your authentic. Take coffee architects for example - they say they take people off the streets and give them a job, and guess what, they actually do.
Making sure you are honest and upfront with customers has a huge impact on how well your business will do. Take Oxfam for example, they are in the business of helping others - yet they have had several issues in the news lately where their staff have not been authentic, and this translates directly to the brand image. So what ever you do, you need to ensure you're authentic and live up to the values you set for your business and brand.