By Lee W. Frederiksen, Ph.D.
When Apple released their new IPhone 3G on July 10th, I happened to be in San Francisco to witness the event. Every Apple store had lines stretching around the block. As I walked past the lines, I could see people standing there, talking on their first generation iPhones or listening to music on their iPods. The inescapable conclusion is that Apple has a heck of a brand! The obvious question is why? What makes the brand so strong that people will line up for hours on end to purchase a phone? (Ok, ok – a super phone for all you Apple lovers.) The answer has nothing to do with the iPhone’s innovative technology or Apple’s superior customer service. There’s little reason to stand in line for those. Instead, the answer lies in how iPhone users feel about themselves. By being one of the first to own the new 3G iPhone, they are making a statement to their friends, to the world, and most importantly to themselves about who they are as people.
What does all of this has to do with your professional services firm? The answer, actually, is quite a bit. The behavior of iPhone enthusiasts says a lot about how brands work. Apple has managed to create a brand that allows a group of customers to feel good about themselves: “I’m cool” or “I’m on the cutting edge.” These customers go to great lengths to justify why making the purchase and being first is so important. They become evangelists for the brand.
Can a professional services firm do the same thing? Can customers become passionate about their CPA or architecture firm? Will they stand in line for your consulting services? Ok, they might not stand in line, but clients can be enthusiastic, loyal, and eager to make referrals. It happens a lot more often than you think. Here are four ways you can encourage fanatically loyal clients:
- Focus on a clear, well-defined target audience. Don’t try to be everything to everyone.
- Try to understand the feeling that your target customer wants. Is it peace of mind (because a certain aspect of their business is taken care of)? Is it excitement because you’ve put them on the cutting edge? Hint: a little research and careful analysis can provide you with critical clues.
- Structure your whole strategy, service offerings, operations and customer service to deliver that feeling. This isn’t easy, but the payoff is huge.
- Let the world see how you deliver. Case studies, PR, website upgrades, promotional materials, testimonials, etc. can reinforce your message. Each of your promotional activities should support your brand and communicate its promise to your target audience.
This may not be the way you are used to thinking about your professional services firm. But then again, when is the last time you had customers actively seeking you out?
Filed under: Branding, Marketing, Positioning, Professional Services | 2 Comments
Tags: Apple, Branding, iPhone, professional services marketing
Great post! This can apply to all levels of business, big or small.
Thanks for the feedback…lwf