It’s fall, and many of you know that college football season is in full swing. Those first few crisp, cool days with changing leaves are MADE for football and burgers on the grill. I like to watch professional sports on occasion, but there’s something magical about all the storylines, the pageantry, and the historical rivalries of college football that pro sports just can’t replicate. I’ve found it fascinating that even though there’s an ebb and flow of parity and always a surprise team to come out of nowhere as a dark horse challenger each year, there’s a consistent list of teams that always get media attention (and major paydays) regardless of their win-loss record.
I was looking recently at a list published by CBS Sports of college football teams with the most “national brand power.” They listed names like Alabama, Georgia, Oregon, Michigan, Miami, and Notre Dame all in the top ten. And if you know much about the game’s recent history, there’s a pretty wide gap in success among that group, but they’re all swimming in money like Scrooge McDuck. How did these teams build their brands? Was it all about championships? No. They definitely help the cause, but did you know that the Texas A&M Aggies, who haven’t won a national championship since 1939, are currently the most valuable college football program in the country?
Brand recognition and brand power are immensely important factors in running a business. Although entertaining, college football is, at its core, a multi-billion-dollar business. So, although you might not be playing your competition on the field for trophies, you do face off against them every day in more ways than you realize. You are constantly competing for prestige, recognition, and a fanbase in your service area.
Here’s how to build a brand that wins in the bank account.
History Helps Build for the Future – One of the most frustrating things business owners face is the realization that success often doesn’t come over night… and even when it does, it usually doesn’t stay that way. All the names on that top ten list were programs that have stood the test of time. Yes, there are newcomers that pop into the picture and they might even occasionally get an upset victory over the big boys, but eventually things even back out.
If you’ve been “serving the Lynnwood Community since 1952,” then flaunt that longevity. Staying in business is tough in and of itself, so just to stick around you must be doing at least a few things right. But for those of you just getting your roots planted, don’t let that count you out either. Remember, you’re not looking to have just one winning year and then fade away; Build for the long haul with your marketing and strategy so that in 20 years you’ll be the one protecting the top of that credibility mountain from the newcomers.
Investment in the Business is Crucial – The University of Alabama is one of the most dominant and profitable schools ever to play the game; But to keep that level of success, they pay their coach $10 million per year and are constantly breaking ground on new multi-million-dollar facilities to train and attract bigger, faster, and better athletes. This is one of the main factors that separates the winners from the rest – the choice to invest back into themselves and their businesses. Nick Saban said, “Success doesn’t come from pie-in-the-sky thinking. It’s the result of consciously doing something today that will make you better tomorrow.”
It takes discipline for an owner not to take as much profit home in his own salary and instead invest back into a better website, better trained employees, and better processes that put out a better product. But when you’re trying to build consistent success, that’s an easy choice to make. The money will take care of itself when the product is the best it can be.
It’s ALL About the Fans – Everyone wants to win, but as evidenced by this list, it’s not all about championships – it’s about the fans. They call Texas A&M “The Home of the 12th Man,” and they are known to have one of the most loyal fanbases in the country. When you look at Texas A&M’s alumni and fan contributions, it’s no surprise why they’re the most valuable college football brand. Even with a championship drought, they’re doing something right. Trophies don’t buy season tickets and jerseys and merchandise, fans do… and you will find passionate fans still supporting the team they’ve fallen in love with through the hardest of times. The most successful businesses have figured this out and have started investing millions in their customers’(read as: fans’) experience. Nicer seats in the stadiums, more concession options and shorter lines, easier entrance, etc., are all ways to make sure the lifeblood of the program (and the ones who pay the bills) feel appreciated.
No one is coming to tailgate in your parking lot or paint their faces your company’s colors, so that’s where the analogy ends. It’s hard to make people rabid about their contracting company… but you can develop passionate fans of your business if you find ways to connect with them and make them feel like a part of a bigger community. People want to feel included, heard, and valued in anything they take part in, so how can you do that? How often are you communicating with them in non-salesy ways?
Fall is an excellent time to push soft-touch messages that add value to the homeowner and make them think about you at a time they might not be normally. Consider sending regular customer newsletters or work on your blog content to keep engaged with them and they’ll feel like a part of the family. Then the next time they have a need, they won’t have to run off to Google trying to remember who they used last. You’ll be top of mind. Make your customers feel like they are worth an ongoing investment, and they’ll pay you back with their loyalty.
If you’d like some simple ways to automate a customer retention program or some ideas on smart investments back into your company, Hudson,Ink has your solutions.