Branding is not about how you look on paper. It’s the sum of experiences that your customers/clients have with you.
One of my Raving Fans, Allan, sent me in this note that he received. Read it first and then, the brand will be revealed.
Allan,
Unless you reply or have future requests, this is likely the last personal email you will receive from me! I would be happy to give assistance to any friends or family of yours. Please give them my name and phone number or simply give them your preferred customer number.
So, let me get this straight…
If Allan doesn’t have a need to talk with you right now (or can promise that he will in the future), you are going to cut HIM off?
Shouldn’t it be the other way around?
Allan still is giving you permission to contact him and you are saying, “hey, buy something or go away!”
As if the cost of sending that 1 extra email was such a high one for you.
And then…to have the audacity to say, “oh, send me your friends.”
Yeah, right, I’m sure Allan is just itching to forward this one.
Good case study in how not to cultivate your fan base here.
The company: BMW of Annapolis.
