Welcome to the second article outlining “6 Signs You May Need to Re-Brand.” If you missed the first step, check it out by following the link to do the Cover Your Logo Test. Back? Fantastic. With this next installment of “6 Signs You May Need to Re-Brand,” we’re going to talk about everyone’s favorite business: Referrals. Referrals work so well because they bypass the “Trust Stage,” by utilizing who we know and already trust. If you needed a new roof, and your close friend recommended “the absolute BEST roofer around!” there’s a strong possibility you would give him a call, but this isn’t only true for service companies! When you recommend a restaurant to a friend or family member, you just “referred” that restaurant some business. At Raxa Design, when we do a fantastic job Re-Branding a company, and they tell others about the work we did, they are referring us.
You see, referrals can (and SHOULD) be used as much as possible to increase business, but what should you do if you stopped getting (or have never gotten) solid referrals on a normal basis? To answer that question, let’s dive into what makes someone refer a certain company.
First and foremost, people will only refer a company that impressed them in some way, be it superb workmanship or even considerate customer service. Working with customers to provide the best possible end outcome can go a long way toward them referring you in the future.
Secondly, and of equal importance, your brand must live within their mind after your work is complete. If a customer used your products or services and completely forgot about you afterwards, they will not be able to recall your brand when someone close to them is having issues your company can address. This means no referral, which translates to no added business.
Lastly, and yes…still important, you can do wonders for your business by establishing a set “referral plan” to benefit your existing customer base. This plan can coax customers into basically advertising your company for free in return for discounts or special offers. Remember, more referrals translate to more business. More business translates to more profit. More profit translates to success. So, using the Pythagorean Theorem (A2+B2=C2) from way back in Geometry (I can’t believe my Junior High Teacher was right when she said we’d be using this stuff in real life), more referrals (A2) + more business (B2) = more success (C2). And we all want to be successful.
So if you’re having trouble getting consistent referrals, you may be overdue for a Re-Branding to fix any issues you are having. Remember, you want customers to be impressed with your products and services, you want your brand to exist in their mind AFTER they’ve completed business with you, and you want to establish a solid ‘referral plan” to entice existing customers to promote your brand to family, friends, and colleagues.
When you get these three facets up and running, the referrals will start coming in, and you’ll be on track to the end result you desire. However, the third sign you may need to Re-Brand will be here next week, so check back soon. You’ll be glad you did.
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas, has been in marketing and small business branding since 2002. He writes the Raxa Design blog to inform small businesses and corporations on effective branding.
Posted on Tue, September 17, 2013
by Brian Waraksa filed under