New Belgium Brewery (NBB) discovered in 2006 that its customers didn’t recognize that NBB was the brewery that created not only Fat Tire Amber Ale but also a number of other popular brews. Consequently, NBB changed its logo to reflect its product. Like many Fat Tire aficionados, I was surprised to learn this! (For a brief history of this local Colorado company, watch this.)
Their current logo:
As I see it, NBB moved through the liminal dimension of being a brand known only by its most famous brew to the clarity of an expanded NBB identity. Let’s take a similar journey as you consider your own brand. In Part 2 we examined the challenge of being typecast into the narrow role of being a “Fat Tire producer” as was New Belgium Brewery.
As we examine this doorway of clarity, I’d like to suggest that there are at least five stages to becoming utterly referable for your clients—to being on the right side of the doorway of brand clarity. I use the acronym FOCUS to summarize the path through this doorway.
Let’s see if we have FOCUS:
This questionnaire will help summarize what I’ve said about creating the illusive “silver bullet” of gaining referrals. Taking this brief questionnaire is the first step in becoming an advisor who is easy to refer. On a scale of 1 (low) to 5 (high), evaluate your practice on the following:
5-14 Don’t despair. What one area is the best place to start, to create the most positive impact to your practice?
15-22 You’re on the way. What one area can you focus on for the next quarter to become “best in your world?”
23+ Congratulations! You have a world-class practice. Keep doing what makes you easy to refer!
via Blogger The Silver Bullet for Gaining Client Referrals, Part 4: Being Referable