I am going to answer a couple of questions that have been posed to me.

One is, “Okay, Aveline, I get that it’s really important to do this work up front to really nail your brand and your customer experience and know who your customers are, but where do I start? Can you give us some examples of how this would be?

I first wanted to show you this shirt I’m wearing, and you can see it says Team Shark, so this is someone’s personal brand.

They created some t-shirts and gave these to their team. So, I’m a part of a team of professionals and the person who manages us, or at least facilitates us, his nickname is Shark, and so he’s created these. It’s his personal brand.

Now anytime I want to wear a nice, soft, gray shirt, I can put on his t-shirt and I’m reminded that I’m part of that team. T-shirts may not be the thing for your customers, however, people love a nice t-shirt, and it’s always good to have some gear.

In our business, we have t-shirts, we have caps for our staff, and we create some really cool little things to give our customers when they first sign up and become a customer with us.

Customer onboarding is important.

What you say at the point of sale to get the sale from that customer and then the experience they have immediately after is really, really important because you need to ensure that they feel validated, they’ve made the right decision, and that they’re going to be continued to be looked after in the same way that they were courted in that sales process prior to actually signing up.

So there are ways that you can do that.

In terms of the other stuff, there is some great resources online.

I would highly recommend having a look at Simon Sinek’s Why TED Talk, and he has some great stuff online. You can look at that.

From a business owner’s perspective, it’s really good to understand your Why and that equates to, effectively, your vision. If you can get that nailed and really own it and go, “Yup, that is my Why, that’s why I’m here,” that then informs your vision.

Your vision is what you want to achieve, it’s where you want to get to. So, what’s the vision for your business?

You’ve heard about mission. The mission is how you’re going to do that.

So what is that you do? From there, you look at your values.

What are important to you? What are your non negotiables and your negotiables and you look at those kinds of things.

If you have staff, do they meet your values? Are they part of that value process? How important are your staff to you, because how you would treat your staff, is exactly how you’re going to be treating your customers, and that’s how your staff will treat your customers.

So, starting with something simple, like this, to engage your team, engage your customers, make them feel like they’re part of a team, part of a family, that’s really important.

The other thing I want to answer about, where do you start with the ideal customer?

If your business is young, you may not know that up front. It might take a little while to figure out who your ideal customer is. If you’ve been in business for at least a year, you’ve probably got a good idea of who that is.

But it’s important to do the analysis, sit down and really look at it. Remember, most importantly, you are not your customer.

You, the business owner, are not your ideal client, so you can not answer for your ideal client, and that’s where surveying and asking questions is really, really, really important.

If you ask the right questions, you get the answers that tell you how they want to feel, what they really wanted, what they would have loved at certain points of that journey, and then you start to create the things that people want and create more of it. Okay?

So, hopefully, that is really helpful and I look forward to more questions. I’ll catch you again on the next video.

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