Sharing the wonderful truth about your brand

by Craig Johnson    January 23, 2013

It's time to stop hiding those wonderful things your company does that add value to your customers.

I’m certain to lose any remaining cool points when I say this, but I get my hair cut at Great Clips. I love going there because I can get my 2 boys and me in and out in less than 20 minutes for less than $40.

I was there two nights ago and noticed their new “Clip Notes” campaign, that tells customers how they keep a profile in their system of exactly how you like your hair to be cut. I had never heard of this before so I began asking the lady cutting my hair (who, coincidentally, told me she cuts 10,000 heads of hair a year!! — didn’t know that was possible) about how it works.  She responded by telling me that it’s something they’ve always done, they just don’t tell customers before now.  I asked her to pull up my account and she told me about all the notes they have on me.  And soon they’ll have every location across the country linked so I can go into any Great Clips in the country and they’ll know exactly how I like my hair to be cut.

In my experience working with brands, I see this same situation often.  There is something the company has been doing for years that adds great value to the customer but they are keeping it in the dark.

Don’t hide those wonderful and very competitive aspects of your brand. Bring them into the light and share the good news with the world!

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