Integrity--a short word that is a vital element in your small business brand.

Most small companies stand squarely behind their product or service. Small companies across the globe are known for their service and their dedication to keeping their customer happy. Small business nearly always outshines big business when it comes to customer satisfaction. Small business makes it right.

How often does the CEO of BigCorp pickup the phone when we call in? How often does anybody in BigCorps telephone answering center even see the CEO? Most of them dont even know her name, and probably live half a country--or half a world--away.

But you know small business is different. In a small business most employees can at least sight-recognize the owner. Theyve probably seen her with her kids or husband. They can call her by first name.

This familiarity grants the small business owner and the Chief Marketer an overlooked marketing advantage over BigCorp: you are much closer to your customer because you are much closer to your employees.

You already know it is vital to leverage this proximity to listen to your customer; to uncover her needs and wants (especially her wants), and then shift your merchandising and marketing to sell her what she wants. This is customer relations 101. But please dont forget this same nearness to the customer also allows you to whisper in her ear--not sweet nothings, but rather a gentle reminder of what you stand for. A little suggestion that you are there for her, and if theres any problem with what shes just paid for youre standing by to make it right.

But why bother telling her, anyway? Why cant your excellent service speak for itself? Simple--your services or products dont have a voice. Your customers speak for you; and its your job to supply them with the tools--the words--to use when they speak for you. Because as you are painfully well aware, it isnt just BigCorp you are up against. You know youre competing with those other small businesses in your market that have great service and integrity, too. They match you on price; they do their best to match you on service. Your best competitor is almost as good as you--probably backs her service as well as you. You must tell your customer the super job you are doing.

So, learn to separate yourself from the rest of the pack running in your market. Learn to whisper sweet somethings in your customers ear that will help her remember your company. Give her the words to tell her friends--a Brand Banner to wave.

Remember, integrity is a vital element of your small business brand.

Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

2006 Marketing Hawks