Brand, business and what makes people choose.
The main argument
Your business may have the expertise, reputation and capability customers need, while your brand gives them only part of the picture. Where could it be doing more to help people choose you, understand your price and buy more of what you offer?
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Customer experience
A visit to the dentist with my child raised a bigger question: how can the way you look after people create an experience they remember, trust and tell others about?
AI and human connection
As more interactions become automated, where do personal attention, judgement and accountability make your business worth choosing, and where can technology help you deliver them?
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Customer preference
Customers choose in particular situations, against particular alternatives. Understanding those decisions gives you a better starting point than simply trying to sound different.
Putting strategy into practice
A strategy only starts to matter when it changes something customers encounter. Follow the decisions into a website, a proposal and the experience of working with you.
Before investing
A new website, launch or expansion can expose questions the business hasn’t settled. Here’s how to separate what you know from what you’re assuming before committing the budget.
Platform dependence
Social platforms can introduce people to your business, but what remains when reach changes? Build recognition, proof and relationships that stay useful beyond any one channel.
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A note from Kiki
I write about these things because they come up when I’m working with businesses: good work that customers don’t fully appreciate, services they don’t know to ask for and promising ideas that never make it into practice.
These articles are where I explore what might be happening, what I would question and what a business could do about it.
If something here connects with what you’re working through, tell me what you want to achieve and what’s happening in the business.
