Key points from the chapter
Your service brand is great
People don’t buy from companies, they buy from people. Actually, from experts they like - so don’t hide yours away. They are your only real point of difference, so make the most of them.
Spend time talking to your people about your brand, what it means to clients and why you do the things the way you do.
To personify your brand, make your people feel valued, important and cared for and you’ll bring out the best performance in them.
To outshine your competitors, provide personalised experiences for your clients that they’ll find memorable and will want to share with others.
Small shifts in behaviour can lead to bigger shifts in thinking and a dramatic effect on your clients’ experiences of your brand.