This edition of the Sales and Marketing Power Hour was an engaging session led by hosts Carol Morgan with Denim Marketing and Kimberly Mackey with New Homes Solutions Consulting, focusing on the critical aspects of branding and its impact on sales. Taylor Humphrey, the Director of Sales and Marketing for Pacesetter Homes in Dallas Texas, shared insights into the foundational steps of defining a brand that resonates with the target audience without reducing it to mere transactions. Taylor gave a sneak preview of his IBS session, Two-Story Talk: Successful Strategies for Building & Protecting Your Brand.
Here are the key takeaways from the session:
Brand Definition and Experience
- Start with the land: Understand who you are and firmly define your brand.
- Avoid making interactions transactional; focus on brand over price or product.
- Consider sensory experiences (weight of the door, sound, smell, music) to make environments engaging. Music, for example, should be carefully selected to set the right mood.
- Defining brand elements is crucial because if you don’t, your customers will. It’s about creating an experience, not just selling a product—similar to the Publix shopping experience.
- Begin with a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to plan brand strategy improvements.
- Communication adjustments post-pandemic are necessary to refocus on customer experience.
Brand Standards and Customer Communication
- Establish clear brand standards for all company members.
- Provide brand training for all employees.
- Simplify communication: what you offer, how it improves lives and how to purchase.
- Set policies, procedures and support systems.
Customer Satisfaction and Experience
- Measure customer satisfaction for insights into repeat business or referrals.
- Post-mortem surveys are valuable for future improvements.
- Design memorable customer experiences with planned interactions.
Brand Identity and Management
- Define your “chicken sandwich,” i.e., your standout offering. Chick-fil-A has a standard for exactly how the pickles on the sandwich should be presented.
- The brand should be known by all, not just marketing.
- Identify a dedicated brand manager to police the brand.
- Quick wins are important, but remember, brand building is a gradual process.
Mapping the Customer Journey
- Define and enhance the customer journey.
- Ensure brand guidelines are clear and empower teams to create elevated experiences.
- Actively manage and celebrate creating great customer experiences.
Team Empowerment and Metrics
- Equip your team with the necessary tools and knowledge to navigate and deliver on the brand promise.
- Measure effectiveness through clear KPIs to manage and improve the customer experience.
The session underscored the importance of a well-defined brand and its consistent application across all customer touchpoints to create a memorable and positive customer journey. By focusing on the little things, empowering teams and keeping the customer experience at the forefront, businesses can significantly enhance their market position and customer loyalty. The discussion left us with actionable insights on where to start and how to systematically build an exceptional brand, emphasizing the need for clarity, creativity and strategic measurement.
About Taylor Humphrey: Taylor Humphrey is a name synonymous with excellence in the field of sales and marketing. His illustrious career spanning over 17 years in sales, construction and marketing management is inspiring. Taylor has been recognized with prestigious awards, including the 2023 NAHB Gold for Sales Manager/Leader of the Year and the 2021 MCSAM award for Sales Manager/Director of the Year in the Dallas/Fort Worth market. His expertise in leading diverse teams, managing sales objectives and developing innovative marketing strategies has set him apart in the industry.
As always, we hope you get tips from this Sales & Marketing Power Hour webinar that you can implement today! Continuing the Journey: Join industry experts and head coaches Kimberly Mackey, New Homes Solutions Consulting founder and sales and marketing management consultant, and Carol Morgan, founder and president of Denim Marketing, for this free webinar series focused on your success. This series continues on Wednesdays at noon in 2024! Register to stay in the know. And, don’t forget to join our interactive Facebook group at Facebook.com/groups/salesmarketingpowerhour