Bass fiddleSimply stated, a company markets because it is looking to get from one place – its base – to another place.

They want to go from a position of low visibility to a position with higher visibility.

They have a reputation for doing one thing, and want to expand their audience’s perception to include other things.

Mostly, of course, they want to go from their current level of sales, revenues and profits to a level where they enjoy more of all these things, most certainly profits.

As with any journey, where you are at the start – your base – is an essential element when planning for your company’s growth.

But it’s far more complicated than just what you sell and how much you make. You need to take a long, hard look at how you do what you do and why it matters to the people you serve. That’s your “base”.

Is your company great at what it does? Is it the best quality? The cheapest? The most accessible? The most personal? The most creative?

Be critical. Think about the expertise, time and resources you bring to helping your customers achieve their objectives.

Can you honestly say your clients’ experience is superior to the experience they would have with another company in the same space?

Why? How do you achieve it? What policies and systems assure excellence?

systems image

I’m talking about the kind of sustainable, repeatable excellence that doesn’t rely solely on the skill and good judgment of a few key, conscientious people – people who may come and go?

Is your methodology and operating infrastructure capable of supporting growth without compromising your clients’ experience?

What do your customers say?

Customers graphic

Why, with all the choices out there do they choose and stay with you? What would they miss if you weren’t there? Why does it matter to them?

You know there are new companies with new products and technology out there vying for your clients’ attention. These companies are making big plans to seduce your current and future customers with advantages they’re sure you cannot deliver.

 

How can you leverage your core competencies – your base – with emerging systems or technology so you remain one step ahead of the shiny new things that threaten to distract customers from the value you know you bring?

 

What does your brand dictate? In my article “Inside Out – Building Better Brands”, I describe how your company has a brand, whether you set out to “brand” or not.

It’s how people feel about your company, the space your company occupies in their minds. To them, your brand is the product of all the things you’ve said and done. More than ever, it’s also the outcome of what your customers and critics have had to say about you. All the stuff you’ve sold and all the relationships you’ve built contribute to the brand. Your growth plans MUST honor it.

As you make plans to market and grow. As you consider adding new products or expanding into new markets, be all about that base: The vision. The set of passions, skills, capabilities and relationships that got the ball rolling in the first place.Understanding

By understanding your brand and the qualities that enliven your relationships, you can drive growth that excites your people and your customers. Just be you, only better.

Bigger will follow.

January 29, 2015
Bass fiddle

All About That Base: Build on Your Brand’s Foundation

Simply stated, a company markets because it is looking to get from one place – its base – to another place. They want to go from a position of low visibility to a position with higher visibility. They have a reputation for doing one thing, and want to expand their audience’s perception to include other things. Mostly, of course, they want to go from their current level of sales, revenues and profits to a level where they enjoy more of all these things, most certainly profits. As with any journey, where you are at the start – your base – […]
January 22, 2015
vibration

A Great Vibe…Does Your Company Have One?

The Houston Chronicle featured an article last year titled How to Identify and Fix Your Company’s Vibe. It’s a short, well-written article with some good advice for how to correct non-aligning perceptions and engage employees. It’ll take about 3 minutes to read it so what the heck, right? I’ll wait… I want to take the concept of your company’s vibe a little further. Why? Because understanding your company’s vibe and being true to it will determine whether your company succeeds or fails. Or at least the degree to which you will succeed. Back in 1977, one of Apple’s earliest investors, […]
January 15, 2015
family holding hands

Grab Some Heir – Connecting with Your Clients’ Kids

Financial Advisors who want to provide stellar service, accelerate or resume growth and preserve assets under management can take steps now to develop win-win relationships with their clients’ heirs. A lot of advisors face a similar dilemma. As their practices have matured and their clientele has grown, their clients have matured too. As their clients retire, entering the distribution phase of life, many advisors have found it much more difficult to grow their practices. Assets under management go into a slow, steady decline but the time necessary to generate new business is occupied by existing clients. The decline in assets […]
January 8, 2015
megaphone

What You Say and How You Say It. The Secrets to Growing Your Wealth Management Business

Advisors and firms with a thoughtful, deliberate approach to their message and image stand a better chance of winning new clients. In “Why Advisors Fail to Close Prospects”, an article published in December, 2014 in RIA Biz, a financial industry publication, Financial Advisors were asked to list the reasons they failed to secure relationships with prospective clients. Fourteen issues were identified by the advisors. The following five were noted as standouts (paraphrased here), along with some advice for how to overcome each “marketing bugaboo”. At the risk of oversimplifying a very complex set of challenges, I would distill this list […]
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