Day two at the
Community Business Partnership is in full swing (as is our
Naming Contest), and it is truly amazing. What a difference. I've always known that location was a big deal for business, but - as a virtual company - I had never really felt the impact personally. Sure, location is the first, second, and third most important thing in real estate, but in branding? Come on... How much can location really contribute to a brand?
Let me tell you how much.
A. Whole. Lot.
I've met with more people today than I've met in the past two weeks (granted, I was on vacation for part of that) and all of them have been potential clients or service providers. I can see you're wondering what this has to do with branding. Well, one piece of a brand's identity is accessibility. This is not just in the virtual world where everything should be just about as accessible as everything else. In the real world I used to work in a beautiful, though inaccessible, basement office. Clients were prohibited by law from visiting me on the premises, so I 'rented space' at the local coffee houses or used client sites. I actually rented executive space when I really wanted to impress someone - but none of it felt very genuine and it didn't represent the level of service Stokefire provided.
Quick diversion - I'm not a big fan of the way many executive suites are used or marketed these days. The idea that a small business would want to lie (overtly or by omission) to my clients or prospects that I have a big shiny desk and an Aeron chair feels repulsive. What happens when your prospect finds out? Won’t they be a little upset that you deceived them to get their business? Perhaps more on this another time.
…and… we’re back. I had about a dozen prospects and business partner possibilities literally walk through my door today. Bakers, lawyers, bookkeepers, printers, chefs, tech specialists, consultants, and even a nurse. I would have met exactly none of them if I hadn’t been here.
The great location has reinforced my belief that having one’s own brand together prior to gaining market exposure is incredibly important. Each time someone came through the door I was able to compellingly talk about my own brand and the services that I provide – and then connect them to the prospect or partner’s situation.
“Location, location, location” doesn’t really work for branding as-is. But location is important (critical even) for success. The problem? Location can't be considered until you know who it is you need to reach. Further, you can’t serve the people you need to reach until you know exactly what it is you’re offering. After all, if you can’t compellingly state why people should buy from you then they’re probably not going to do so – and what’s the point of a great location if you can’t close on the leads that come through the door?
I’m thinking (after about 30 seconds of contemplation) that my version of the phrase would be something closer to, “self-knowledge, market-knowledge, location.” Flawed, I’m sure, but it is at least a nudge in the right direction. Location is very much a part of the equation, but is pretty much irrelevant if you can't connect with your target's needs. Just think about the poor folks selling sunglasses in the mall kiosks in Seattle. Great location, lots of crowds, but no compelling reason for anyone to buy.
Anyone know of other businesses (real ones) that have the location but miss the mark with the brand they've implemented?
