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The Short List – April 9, 2024

Apr 25, 2024

The Short List by Revell Media

Customer touch points, the importance of brand, and recognizing employees on social media.

 

Brand Observation

Every customer touch point is an opportunity to tell a story.

Last week, I was traveling in Sarasota and had the opportunity to stay at the Ritz-Carlton there. It’s a wonderful hotel in a city rich with culture and charm. I was particularly pleased to stay at a hotel brand that puts such a premium on storytelling.

At the hotel, there was a story everywhere I turned. From the menus and coasters at the hotel restaurant sharing the lore of long-gone sailors to the rose garden laid with bricks from the first-ever Ritz franchise in Sarasota, it made for an immersive experience. The hotel staff were relentless storytellers too. In totality, that storytelling is what guests at the Ritz-Carlton pay for. It’s what makes their brand of hospitality unique.

Think of all the ways you could be telling your story like the folks at Ritz-Carlton do. Would it make your products and services more valuable? Probably so.

 

Revellation

Your brand is the story people tell ABOUT you.

I can sound like a broken record when repeating this mantra, but it’s the very phrase our agency was founded on. Building a strong brand is completely dependent on the relationship you develop with customers. You can tell all the stories you want but it won’t matter until it resonates enough with a customer for them to share it. If you want to shape or reshape your brand, you have to understand what the customer thinks about you and why. It’s your only hope of telling stories that matter.

 

A Story We Told

Last week, our team shared a post on social media for our clients at Sperry Construction. It wasn’t anything that required a lot of production, just a simple photo and graphic of an important employee. Her name is Lillie Raley and she’s been a part of the Sperry team for 33 years. Lillie is the Staff Accountant for Sperry and as you can imagine, she’s made a great many relationships with team members, vendors, and other partners during her tenure. It showed in the likes and comments received on the post.

Here’s the lesson for your company in that…If you want customers to connect your products and services to a story, don’t forget about the people who make that story happen. The more you share about them and why they excel at their craft, the more those connections will take root. It doesn’t have to be complicated. Just make sure it’s real.

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