Make Your Brand Count

Make Your Brand Count 150 150 Pedrotti's Ranch

Back in the day, a brand was something you attached to the hind end of your cattle to let everyone know who owned them. While that’s still true, nowadays, you associate a “brand” with your favorite coffee, car, beer, organization or other product or service.
Of course, a recognizable and relevant logo or trademark is the first thing people see, but it’s the product or service associated with the visual that truly creates the brand.  You can have a fantastic and creative design, but if your business doesn’t live up to the expectations, it doesn’t really matter.

Starbucks recently updated their logo by removing the “Starbucks Coffee” text that encircled the coffee siren in the center.  This works because the design is still recognizable – and reflects that the company has expanded its services beyond coffee.  Starbucks now markets tea and other items, like breakfast foods and sandwiches.

Coca-Cola goes to extraordinary lengths to protect its trademark typeface – you see that distinct cursive writing, and no matter what the letters are, the image still says, “Coke.”

So, what should you consider when branding your company for the marketplace?

  1. Know who you are and what you are trying to “sell.”
  2. Keep your image simple, clean and timeless.
  3. Make sure your product or service meets or exceeds the expectations established by the branding.

To capture who we are and what we do, we use a rustic wagon wheel image to accompany our “Pedrotti’s North Wind Ranch” text.  It offers the ambiance of the western style without being too limiting, as we host events of all types, shapes and sizes. Plus, it’s simple and timeless.

We’re taking that design and using it throughout our materials to help reinforce the image to our target market. The goal is to have an effect like a branding iron — helping our guests associate Pedrotti’s North Wind Ranch with a wonderful entertainment experience and memories for a lifetime.

Communicating to Sell

Communicating to Sell 150 150 Pedrotti's Ranch

Communication and sales go hand in hand.  Selling a product or service requires a proper plan to specifically communicate the reasons that the product meets the needs of the consumer. If you can effectively illustrate the need for your product or service – more times than not, your communication (or sales pitch) will lead a customer to buy what you are selling.

Here are a few tips to help communicate to obtain the sale:

  • It is not about your product, but listening to the customer’s needs: Listen to what the customer is saying and also what they are not saying. Reflect on what they say to show that you were truly listening to their needs and desires. Don’t sell just to sell – but to provide an answer for the consumer. A potential customer may not always need to buy what you are selling. In these instances, don’t force it. Listen to them to decipher if your product or service can assist them in finding a solution for their need.
  • It is not about eye contact, but personal space: Although eye contact is important, body movement and space is often overlooked. By using gestures and movement, you keep the attention of the customer without having a stare-down. Be aware of your surroundings and the distance between you and the customer. With distance make sure you are in a personable distance without popping anyone’s bubble. (For all of you Seinfeld fans – keep the “buffer zone” in mind.)
  • Establish two things with your customer – credibility and trust: Credibility should be the first attribute you strive for in your product or service. By demonstrating that the customer’s problem or need can be solved by your product you are showcasing credibility. This, in turn, leads to the customer trusting you because of your product or service.
  • Understand how the customer makes decisions: By listening to your customer, you can better understand their decision-making process. This allows you to understand whether they want the facts and statistics, purchase comparisons or visual representations of the product or service. Each customer or client has unique desires.

Is it Business or Personal?

Is it Business or Personal? 150 150 Pedrotti's Ranch

There are two different ways to communicate to a customer:

  1. The Personal Level
  2. The Business Level

In any interaction both business and personal alike, there are things you must consider before you communicate.

  • Attention – Pay attention to the little things.
  • Courtesy – Be courteous to the customer with every opportunity you receive.
  • Acceptance – Be accepting of the customer’s viewpoints.

No matter what your purpose is in the communication you must realize that you are speaking with a human and take this into consideration in your business level of communication. By ignoring the personal side of any interaction you will often find a customer upset at the lack of attention, even if you have achieved exactly what they requested.

Core company values should be communicated to the customer, whether directly or indirectly. Any communication should make the customer feel satisfied. By properly merging both of these personal and business communication styles you can be sure that you are making the customer feel cared for and still are able to bring the business into the picture in a positive light.

When a customer is upset the personal level should be the most important level in the way that you communicate to them. When someone is upset they want to be listened to and feel cared for and appreciated. The business level of communication might not show this care and attention that the personal level will. If you only show a rigid business perspective, people will often feel turned away from your brand.

Regardless of the situation – make sure that you use these two styles of communication in an appropriate manner. Determining the right communication for the right time is the key to delivering effective messages, discussions and conversations.

[Veterans Day Note: On this marvelous day – a special thanks to all of our veterans who served and are serving our country. We are appreciative of your sacrifice and devotion. Thank you!]


Satisfied? 150 150 Pedrotti's Ranch

Customers shop to be satisfied. Sometimes they are satisfying a need, and sometimes they are satisfying a desire. When it comes to business, the main goal is frequently to keep the customer satisfied. Seems simple, right?

The customer is coming to you to fill that desire, but don’t make the mistake of thinking that it is only the product that they desire. Many customers are seeking to fulfill a desire more than the product itself. The staff is an important key to maintaining the satisfaction of the customer. You can have an amazing product, but with horrible customer service that product will never meet its true potential.

There are some key ways that you can keep a customer satisfied:

Promises – Companies can make many promises to its customers, but a great company is a company that can keep those promises. Make sure that any promises you make you can follow through with – this is a vital way to customer satisfaction.

Goals – It is always good to set goals not only as a company, but also encourage your co-workers and employees to set individual goals. Much success comes from setting goals and ultimately, achieving goals. Goals are very important to give direction in an organization.

Expectations – Always try to exceed expectations. If you can exceed the expectations of the customer you will ensure the satisfaction of that customer. Many companies have become well-known and highly recognized by exceeding the expectations of the customer which can lead to long term customers.

Attention – Pay attention to the needs of the customer. Sometimes their needs might not coincide with the business, but if you meet their needs they will constantly be satisfied. Although the bottom line is that profit is the key to success, without the customer you have no profit. The needs of the customer should always be the top priority of the company or business – particularly in the entertainment and event planning industry.

Value – Make the customer feel wanted. Value the customer. If you don’t, it will not be long before the customer or client parts ways with you. Show each individual client that they are significant and you appreciate his or her business. Give your customers the royal treatment, and provide an experience or a product that they will want to share with others. The dedication to a valued customer is not something to be taken lightly.

More than likely a customer can access your product or service from a variety of places. What is important is that you satisfy the wants and needs of the customer to ensure that they choose your product over the competitors. Show them your value by appreciating their value.