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How Understanding Your Stakeholders Can Make or Break Your Renewable Energy Business

2010-02-23T04:31:00Z

February 18 & 19th I attended CoSEIA’s Annual Conference & Expo 2010, “Building a Sustainable Solar Economy.” I think of stakeholders as angel investors, venture capitalists, employees, vendors, and sub-contractors. After attending this conference however, politicians should also be added to the top of your list. And, interfacing with them can make or break your business.

Pay special attention to your politicians, State as well as Federal. Bills go through the house and senate that could drastically alter your business. Knowing what is coming down and then contacting them influences their decisions. It’s the squeaky wheel syndrome.

Fall 2010 elections could change your business climate if someone gets into office that has a different agenda then what is established such as incentives and tax rebates for solar systems. Now is the time to connect with those running or thinking of running for office such as the Colorado governor’s seat.

For more information go to the CoSEIA web site at http://www.coseia.org/newsite/Legislation-and-Regulation.html or email them at info@coseia.org. They need and welcome your support.

Begin no later than summer 2010 to connect with representatives; that is when they establish their fall agenda. And, your voice will influence that. Start now and get involved. Politicians drastically affect your business just with a simple signature. Your voice makes a difference.

Deeper Emotional Connections Brings Value for Prospects and Your Bottom Line

2010-02-15T23:34:00Z

I love doing workshops but sometimes I find it difficult to get people to attend. How about you? Years ago, businesses like Hewlett-Packard packed the room out. But as products became a commodity items, the room became skimpier. And today, research can be done in front of a computer instead of hours attending a local dog and pony show.

So, I decided to try something different; I joined a venture capital organization and began donating time mentoring folks around brand communication issues. And, instead of no’s I receive accolades of approval.

Interesting, I am giving out the same information. The difference—perceived value that connects at a deeper emotional level.

Mentoring I connect on the kind of emotional level that directly addresses their pain. As a result they receive value that shows them what I can do. I am also building my business and reputation.

Does that mean I quit doing workshops? Absolutely not, workshops serve a great purpose. But add to workshops other ways such as mentoring to get in front of key prospects. Effort is well worth time invested.

Existing Clients are Key to Increase Profits in a Down Economy

2009-12-04T23:16:00Z

You could increase profits just through raising client commitment level. Statistically 18% of your clients are ‘Sold-Out’ on your business. Just by increasing that 18% you could have a significant impact on your profits. Here are three points.

POINT ONE, Your customer has something to say and that is not going to change in today’s marketing mix. Increasing that 18% creates great business fans. Here’s how.

POINT TWO, Understand what excites your customer; ask them. A client survey gives great information about their experience level. Your business experience is your brand, which comes with a promise. Inconsistencies between experience and promise are where client dissatisfaction happens. A survey will tell you those inconsistencies and what makes your top customers dedicated.

POINT THREE, Use your survey information to take all your customers to ‘Sold-Out.’ ‘ Sold-Out’ is the kind of quality experience that provides value and does not compete on price and product. Clients who are totally Sold-Out will buy on the average 44% more products and services.

Your customer’s voice is here to stay. And, they influence other buyers. Understand why your top clients like you and use that information to take others to the same level. By doing so, you increase profits just through client satisfaction. For a complimentary copy of a client survey email me at Candis@EmergingBrandStory.com and I will be happy to send it to you.

Key—Create Your WOW Brand by Engaging Customers

2009-10-02T22:23:00Z

I was on the FedEx web site the other day and was surprised at what I read. In fact my reaction was wow. Brand development has been a function of every FedEX business activity that begins with their customer. As a result they created a business brand that is best express by saying ‘wow.’

So, how can you copy their example to create your wow? FedEx method—experience trumps your products, connect your brand to your customer, and then take brand activity into all aspects of your business.

FIRST: Experience trumps product. For years I used FedEx services but almost missed this key point. Etched into their brand blueprint, exemplary service only happens when great customer experience is at the helm motivating all business activity. And, that experience is backed by customer satisfaction as a brand promise. Even though their product is great, customer experience is first.

SECOND: Connect your brand to your customer. FedEx customers are active co-innovators where they are engaged in all aspects of client touch points. In other words, their opinion matters. Their suggestions are innovative ideas that are the basis for strategies to propel business activity.

THIRD: Take your brand into all aspects of business activity. Having a consistent brand experience means internal communication needs to transcend all levels of employees. Therefore, brand development is a business management activity not a subset of marketing. As an activity it should be developed, communicated throughout all aspects of your business, and managed to create a consistent customer experience. Then, just like FedEx you will create your business wow.

Check back in few days to receive the 3rd key in developing a great brand.

3 KEYS FOR DEVELOPING A STRONG BRAND

2009-09-14T20:02:00Z

TODAY’S KEY; CLARITY is recognizing what makes your business unique in the eyes of your prospective client, communicating that uniqueness with power, and ensuring nothing is overlooked. This saves you time, energy, and dollars in marketing costs.

Step One: Understand what you are about. Every business has a different culture, unique talent, the list goes on. What do you want to be known for; that unique experience only you provide? Most profess exemplary service; that does not count. Time you invest is worth every value dollar your client spends with you verses competing for their business on product and price alone. Communicating value is key to brand clarity.

Step Two: Listen to your clients. Sounds simple, but, many side step this process. And the heartbeat of your client is so important. To understand their heartbeat, ask the feeling questions. People make decisions on gut feel and back feelings up with fact.

Step Three: Evaluate the market. Understand market trends, evaluate industry standards, and know your competition. The market place continually evolves; so should you. Look at your competition’s position; how are you different?

Step Four: Create your brand positioning statement. Brand clarity includes a promise about your product or service that has a relevant and unique experience.

Step Five: Continue the process. Brand development is a long term commitment that evolves with your business. Use the brand process to create business growth and you will create the kind of clarity that saves time, energy, and dollars in marketing costs.

TUNE IN NEXT WEEK FOR THE SECOND KEY.

The Little Things Still Count

2009-07-10T15:35:00Z

I was listening to an audio book, “The Slight Edge” by Jeff Olson and was intrigued by his thoughts on this subject. In fact, this leads straight into creating a great brand. Most effective brands do not surface over night. The consistent keep-it-up activity doing what you do best will catch the attention of your audience. In other words you have a story and you are telling that story in all aspects of your business activity.

Jeff Olson talked about how people who excel do so one baby step at a time. The secret is being consistent with day-to-day activities. And, that is exactly what I found in my second book, “Denver Men in the Kitchen.” Creating a great business brand is about making wise choices. Lots of seemingly insignificant wise choices add up to creating great customer experiences that fulfills your brand promise. And, it was one step at a time that took these guys into the successful positions they now enjoy.

So, here is my thought on how to do this. Take time as CEO, CFO, COO, whatever your position, to do the little things; they may mean more than all the lofty words you could develop in an advertising, pr, or marketing campaign. It is also the little things that help us stop and enjoy the process.

You don't want to miss my upcoming workshop on July 14, 2009 at the Philip S Miller Library in Castle Rock from 11:30 until 1:00 p.m. on "Ignite Your Business."

INCREASE SALES IN A DOWN ECONOMY; YOUR CLIENTS HOLD A KEY

2009-07-02T01:20:00Z

The other day I heard an attorney who specializes in estate planning talk about truthfulness in relationships. Thirty minutes of enticing information on how to successfully walk through splitting an estate without the usual pointing of fingers. I was riveted by every word. When he finished, we sat stunned, thinking about his call to action, write a letter to each of your children, and leave it with your will. And, make sure you tell them not to fight over things and money.

That kind of engaging conversation entices people to want more information. They remember what was said and likelihood is great conversations will continue into a signed contract. Most businesses have lots of competition, price and product becomes an issue unless there is an emotional connection that takes their product out of the commodity realm. And adding to economic downturn today’s customer sways influence over purchase decisions through social media.

Connect client’s emotional needs to your passionate core business brand creates authentic energizing statements that can capture your client’s attention. But, listening to your client is primary in understanding what they want. Sounds simple, but many do not. I am speaking July 21 at Castle Rock Chamber, 11:30 until 1:00 on Client Inspired Profits on how to create engaging client conversations. Go to my web site at http://www.essentialcommunique.com for more information.

WHAT'S IN AN AWARD; ANOTHER GREAT WAY TO LEVERAGE YOUR BRAND

2009-06-01T20:53:00Z

Are you involved in a non-profit group? Think of ways to leverage that affiliation to bolster your brand, especially when an award is involved. Community involvement adds to your credibility and is very good in today’s social media craze. That frenzy is not going away.

Today, people are talking to each other about everything from pizza to cars. Your business might as well be a topic of their discussion. When you achieved something such as an award, it provides credibility as well as something great to tell your audience.

Last week I presented my ice-breaker speech to the Greenwood Village Chamber of Commerce Toastmasters group and won the Best Speech award. As a new member I was to tell a little about me. Being a bronze level Toastmaster gave me an edge since the ice-breaker is for the novice. But an award is an award just the same.

As a bronze Toastmaster, I have done a few speeches. And, that award provided credibility to my capabilities as a speaker as well as continued exposure to hone speaking skills.

Toastmasters is an international organization that helps individuals become better speakers and leaders. People all over the world meet on a weekly basis to hone speaking and leadership skills. Johnny Carson, the late host of the Tonight Show, attributed his ability to get in front of a camera on a daily basis directly to Toastmaster.

Toastmasters is a great sounding board for future business presentations. My topic, “Lessons from the Old Man,” I used the illustration of Father Time to discuss how my life relates to the four seasons. As a seasoned autumn baby boomer I have attained skills that I use to help people develop their business brand.

I ended; everything including business development has its season. When you know your season, you are better able to do things appropriate to that season to maximize business growth.

Now, that takes me to my next blog. Check back in a couple of days for “Lessons from the Seasons to Maximize Your Brand and Increase Profits.”

THE ART OF KEEPING YOUR BRAND FRESH

2009-05-24T00:56:46Z

Creating a great brand is an art. But, through art are great lessons in keepint a brand fresh.

Here is the first lesson; developing my artistic style took time, painting day after day until I created a few pieces that radiated. Then more paintings were developed using the same technique. I had a great body of work and my artistic brand was born.

Like creating a consistent body of work, good service provides positive experiences customers learn to trust. It elevates a brand in the mind of the consumer, it is smart business, and enhances brand development.

Here lies a potential problem.

Repetition is a vertical process of focused thinking where the horizontal is creative thinking. Business as well as an artist’s repetitive activity is a vertical process where the brand can take on a cookie cutter look if fresh creativity is not a part of the mix. However, horizontal thinking is that process that creates new innovative ideas. But, when a business focuses attention solely on the horizontal, consistency can go out the window.

Many artists find themselves in this kind of a dilemma creating but never focusing. Having been in both camps I know the pitfalls, the totally sold out creative genius with no direction and the overzealous commercial artist who lost touch with her creative side. Both camps are dangerous if one activity is the norm to the exclusion of the other.

Starbucks for instance; could vertical stagnation be a part of their problem? They painstakingly etched their brand giving customers a unique experience. Each store then became a cookie cutter mold. Then add the drive-through and fast-food, they are competing with McDonalds and Duncan Doughnuts.

So, what is the litmus test if that fresh approach has lost its zing?

You may not be able to put your finger on it, but your work lacks the creative zest it had in the beginning. Passion and talent go hand-in-hand. You cannot have one without the other. I know, I tried that approach and my work stunk. Creative zeal turned into monotonous drudgery.

Businesses are the same where passion is that magical ingredient, if you do not have it, everything becomes a chore, your work and brand suffers. Stagnation! Boredom is why some owners sell their business after a number of years, successful or not.

Freshening Up a Fresh Idea

I love how Howard Schultz in the beginning fed into his employees when others laid off. As a result his company took off and they diminished. He brought America a new coffee experience.

It will be interesting to see how Starbucks renovates their brand. McDonalds was brilliant in their replication of the French fry. But for Starbucks, they provide experience. They need to focus back on that brand.

Every good painting has a central focus. The clearer my message, the more likely I am to produce high customer appeal artwork. It vibrates with emotional connection—so also with a great brand.

Entice your audience by creating stories that show verses tell. Telling is emotionless factual information that lacks the zip that entices customers. Rather, stories build on experience inviting potential customers to enter the discussion. Today’s social media showing through story telling is right on.

So, take the time to develop a brand that creates a great story. Be sure you provide consistent service for maximum customer experience. But stay flexible to keep the creative juices flowing. Is your original intent still applicable today? If not, use that same artistic creativity that brought about the first idea to reinvigorate your brand because creating a great brand is truly an art.

Welcome

2009-04-12T22:21:00Z

Welcome to my blog. Please check back soon for new entries.