Are you delivering the "branded experience"?

This chart from Mel Lester's E-Quip blog suggests that loyal clients occur when their experience is consistent, intentional, differentiated and valuable. How do you get there?

Mel Lester in his E-Quip blog clarifies and elaborates on the challenges and responsibilities of businesses to create a positive "branded experience". He writes:

What is the branded experience? The most helpful definition I've found comes from the Forum Corporation. They describe the branded experience as one characterized by four basic qualities: (1) consistent, (2) intentional, (3) differentiated, and (4) valued. Notice that the first two characteristics are dependent on the provider; the second two are discerned by the customer. The branded experience involves a partnership of a sort between the two parties.

Few AEC firms get this right, Lester suggests, especially in seeking and understanding client feedback. Lester suggests that many people in the business think they are doing things right, but their clients don't agree. I haven't got a great answer yet to the client feedback question, at least for AEC and professional service businesses. Retailers and mass market organizations can use some rather easy-to-co-ordinate and manage online survey tools, which simply don't work (or attract enough natural response) for professional or lower volume/higher sales value businesses. Third party telephone surveys, or client feedback calls, certainly can be used, but these I find are often irritating and forced. But maybe these work, and are necessary regardless. The issue here could be similar to my former attitude regarding regular weekly meetings and annual planning sessions and retreats. I used to think these were a waste of time and money. No more. They are mandatory parts of our business systems, now.

What is authority?

Chris Garrett of authorityblogger.com/, has posted in his own blog this intriguing question, "What is authority?" The concept is that "authority" occurs where personality, visibility and expertise overlap -- and you can never rest on your laurels -- in essence, authority is a continuous improvement process.

Within his blog forum (he offers consulting services and resources which I may use later), bloggers are invited to post their blogs and receive suggestions and critiques. One poster suggested that my picture should be elevated in position in the blog -- this change is easy to execute within the blogger framework.

Authority, of course is closely related to branding -- and branding (done right) creates additional value by creating confidence and security among potential users/purchasers. With lower sales costs, and higher confidence, your business margins improve (and as an extra element, you attract great people to work with you, creating a virtuous cycle.)

I'm still intrigued that not many AEC businesses are making effective use of the blog resource because, indeed, a successful blog can provide your business with both authority and credibility within your market niche.