Every experience someone has with your brand is an opportunity to form an opinion or a perception about your business, good or bad. Consumers want to deal with a company they trust to provide great products and great service. They may also appreciate a brand for its values, if they align with their own. Reliability, competence, relatability, even community involvement will contribute to your brand being one consumers will consider.
You’ve built a strong brand
You’ve worked hard to build your brand. Your customers have come to know you for your reliability. You’re friendly and approachable. You’re always professional and the product you deliver is always top notch! When a customer calls with a problem, you respond quickly and you’re there to address any concerns. Your customers are loyal and you appreciate them just as much!
So what happens when it’s time for a change?
Your business is growing… you’ve made an acquisition
One way to grow your business is by buying another. Depending on the profession you’re in, you might buy a business to increase your customer base, gain a new level of expertise or even acquire advanced technology you don’t currently have.
Bringing together two companies is no easy feat and there is a whole slew of things to consider. When it comes to your brand, it’s important to take the time to examine both businesses. Highlight the best practices of each business and take a look at the strength and weaknesses of each. Will you continue to follow your current practices, or will you benefit from implementing something new? Whatever you decide, the changes should align with your brand. You know what your existing customers expect. What about your new customers? By diving into their past experiences (this will take some research), you’ll know how to keep them, deliver a positive experience and win their loyalty.
It’s time to retire… you’re selling your business
Has the time come for well-deserved retirement. Although you might want to keep your finger in the business, you’re willing to turn the reigns over to a new owner.
The new owner sees the value in the brand you’ve built over time, after all he knows his competitors. But this is your baby and you have a reputation you want to keep.
Part of your transition process should include time with the new owners to review your brand, including the service agreement you have with your customers and what makes you unique in the marketplace. This is the time to pass along your secret sauce to keeping customer satisfaction high.
You’re selling your business… new owner, new name
You’re ready for a change. Florida is calling your name and you see yourself relaxing on its sandy white beaches.
Or maybe it’s time to live out your dream of sailing around the world. That’s going to take years, so it’s time to sell your business.
Like retiring, you want to share as much information with the new owner as you can to keep everyone happy. If your small business is merging under a new brand, it’s a good idea to communicate the change to your customers to avoid any confusion.
Being open and honest goes a long way in maintaining trust. Here are some ideas to consider.
- Let customers know about the change and what’s happening to the existing business.
- If the nature of your business involves keeping personal data, let customers know what will happen to their information.
- Communicate new contact information so customers and other contacts, know who to call with questions, service needs or products.
- Are there next steps or expectations? Let them know.
- Create a sense of comfort by expressing your confidence in the new owner and their ability to serve customers with the same standards that they’ve come to expect.
Keep in mind, brand isn’t just about your customers. It’s your distinct identity that’s seen by not only your customers, but anyone who sees or interacts with it. It reflects your integrity, values and the quality of your product and services.
How will you protect your brand when it’s time for a change?
Writing for you. 