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The "Welcome Brand"

Sign Dont do thisThe other day I was having a discussion with a friend whose wife works in the service world.  Think maybe YMCA, apartment leasing, laundry, or other public accommodation business.  

When she became the boss one of the first things she did was stand back and examine how the business communicates with the public with...(ready?) signage.  You know, those (usually home-grown) signs that inform the public about what they should not do?  Signs that sprang up because somebody did something and it was deemed this activity was not to be tolerated so the answer became, "Let's put up a sign!".  Usually a sign that deals with the negative aspect of an action.

  • "Do Not Use This __________!"
  • "If You Remove This _________ You Are Liable!"
  • "Use of foul language is grounds for immediate dismissal!"
  • "Failure to sign in is against company rules!"

Notice that "negative branding" also requires you to use multiple fonts and sometimes color.  Pretty huh?

That got me to thinking about what creates a welcome brand.  (Tip: It ain't  any of the above.)

So what about your brand?  Is how you communicate with consumers positive or negative?  In advertising do you highlight the benefits of your product/service or do you contrast and compare?  Are your marketing messages direct and to the point or do you tend to use "soft" & "friendly"? Do you "listen" to your customers and then distill what they have asked for and match it with helpful advice or set yourself up as an authority?

My point is if you work hard at becoming a "welcome brand" by pushing the negative to the background you'll be more successful with more consumers.  People not only buy from people...they also buy from "nice people".




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