If you are a salesperson or small business owner, remember that YOU are the brand.

Consumers are loyal to brands that deliver what they need, such as dependability, service, entertainment, safety, exceptional value or high quality.

When a brand consistently meets a need, it becomes a brand promise, and very likely a company’s identity. For example, the FedEx brand promise is “guaranteed overnight.”
When a brand consistently delivers on a promise, it creates a powerful bond of trust and loyalty with consumers. If you are a salesperson or small business owner, remember that YOU are the brand!

As a service professional, you are the brand, which you enhance and solidify each time you meet and exceed your clients’ expectations. If you have locked in your clients’ trust (and their willingness to refer you) through brand loyalty, you have a massive advantage over your competition.

How do you achieve brand loyalty?

You must consistently deliver your brand promise, and do it better than your competitors. Sporadic high performance will not cut it — EVERY customer must have the same great experience.

Knowing your customers’ anxiety points is critical to achieving a strong brand promise.
After all, consumers want brands that meet their needs, but not if the experience is painful. Ask new customers what worries them most about the transaction, and then let them know what you will do to address their concerns. That way, you build brand trust and loyalty from the very beginning.