This Way Please: How to Build a Brand People Love

by Darryn Altclass

Overview

Building a successful brand in this cluttered world is a battle for the heart. Just think of all the successful brands you know. I bet they’re brands who’ve fostered a deep affection from their tribe. They’re not simply brands with the largest advertising budgets, the savviest slogans, or the largest social media followings. They are the brands who’ve built the deepest bonds. In this timely and practical book, Darryn Altclass invites you to cultivate long-lasting devotion by focusing on timeless brand qualities that people love. These qualities are not gimmicks or quick fixes, but traits that have always mattered to human beings, and always will.

Product Details

ISBN-13:	9781543917086
Publisher:	BookBaby
Publication date:	12/04/2017
Sold by:	Barnes & Noble
Format:	NOOK Book
Pages:	142
File size:	700 KB

About the Author

Darryn Altclass is an award-winning brand strategist based in Australia. Through his agency in Sydney, he partners with passionate brand builders to create brands people love.

Table of Contents

Acknowledgements 1

This Way Please 3

Build a brand that matters 5

Nine timeless brand qualities people love 6

Attention and love 9

The benefits are endless 10

Nine Brand Qualities People Cannot Resist 13

1 Significant 15

How to shine in a cluttered marketplace 16

You need to know why your brand matters 17

Fuss over your why, not your how 20

Why does your brand matter? 21

When passions connect 23

Find out what matters and offer it 24

2 Heartwarming 25

All buying is emotional 26

Triple down on emotion 27

Embrace a cause 32

Support the community 32

Be ethical and environmentally responsible 33

Be good to your staff 33

The customer is always right, even when they're wrong 34

3 Helpful 39

Give it away 40

Ask yourself-what is helpful? 42

Provide helpful content 43

Have a helpful sales process 44

It won't happen overnight, but it will happen 45

4 Generous 47

Be surprisingly generous 48

Generosity gets people every time 49

Over-deliver 51

Recommend your competitors 53

Miracle On 34th Street 54

You are only limited by your imagination 56

5 Convenient 59

Our convenience culture 60

Convenience is relative 61

Minimise friction and maximise smoothness 62

What if you want your brand to be exclusive? 66

Invest in convenience 67

Inconvenience stores 67

6 Interesting 71

Can anyone be interesting? 73

Act your way into it 73

What makes a brand interesting? 74

Invest in yourself 85

7 Personal 87

Pay more attention 89

Get to know your tribe 90

Personalise communications 91

Personalise gifts 94

Personalise recommendations 95

Be responsive 96

Stay in touch 97

Whoever gets closest to their customer wins 99

8 Attractive 101

People love brands that notice them 102

People love to be associated with things that look good 104

Outward appearance equals inward significance 105

Is the investment worth it? 107

9 Patient 111

Moving at the right pace 113

No-one likes to feel rushed 114

People are on a journey 115

Offer value first 116

The genius of plodding 118

Take the time to build something people love 119

A Battle For The Heart 121

Motivated by the heart 123

One-to-one, or one-to-many? 124

This way please 125

Abraham says hi 128