Your Brand And Your Business

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Jeffrey Scott, of Landscape Success Systems offered some excellent advice on building and using a brand in his Sunday morning session. Here are three quick tips:

1. Use branding to attract the customers you really want to serve. Be clear up front who you are and what you have to offer and you can weed out many of the undesireable customers that take up so much time without leading to sales. And you can do it in advance.

2. Like what your competitors are doing? Don’t copy them. A good brand zags when others zig, Scott says. Run like heck from what your competitors are doing. Your brand has to be unique.

3. Get your employees on the same page with you on every facet of your business. Educate them daily, weekly, monthly, and yearly on your values, your processes, and your products. Your staff is the face of your brand for your customers. Make sure it’s the face you want to show. 

Richard Jones is the group editor for Greenhouse Grower and Today's Garden Center magazines.
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