![]() ![]() Not everyone needs to be your customers, said Matisse. People pleasing won’t always work, especially when you’re trying to be a brand for everyone. For example, having leadership say one thing is possible when the customer service team contradicts it will result in overpromising and under delivering, said Matisse. Admitting a company made a mistake and promise to do better is the only way to move forward after a blunder. Get comfortable with making apologies.“Choosing the exact words and where they’re said isn’t given enough priority at many companies,” said Matisse, resulting in disingenuous, run-of-the-mill statements sometimes end up backfiring. ![]() A company can have a core message but can also tweak language depending on who it’s speaking to. Make sure your messaging is consistent - but adapt it accordingly.Tone is important too “it doesn’t have to be in your face and obvious,” Matisse said, but it has to feel organic. Integrate values through everything you do by making sure they’re clear in every customer communication.For example, since switching to a pre-sale model in March, the East Fork Pottery team has pushed clear messages and follow up emails on wait time “with little complaints so far,” she said. “People don’t like being lied to,” said Matisse. “Brands are run by humans who contain multitudes,” as Matisse puts it. A branding style guide makes posts come off contrived when making certain sentiments. Don’t attempt to consolidate your brand’s voice into one uniform tone.This means growing a staff that is communicative and open - as well engaging candidly with customers and community. Understand that customer loyalty is built on person-to-person communication.For East Fork, its values are: compassion, accountability, equity, sincerity and adaptive tenacity. A brand’s values must be considered when making every business decision.“It’s a marathon not a sprint,” said Matisse. Consistently defining your company and what you stand for is integral in finding and retaining customers. “Consider how to bake values into the business from day one, so there isn’t hypocrisy when it’s time to speak up,” Matisse explained at this week’s Modern Retail+ Talk.
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