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Branding Like Surfers "We do the naming!"

“Crab Traps”, “Goodies”, “The Cross”, “Smokers” these are just a few of the spots that I surfed growing up and into college. The common denominator is that they all have a feeling beyond their name. On a good SSE swell “Goodies” produces a smokin’ right hander that will peel forever and if you can slalom the buoys, “Crab Traps” will leave you smiling for days.

Say any of these names and it will produce a gut reaction and feeling that trumps logic, you want that feeling!

Brands are trying to accomplish the same thing but efforts can prove difficult. Catch Your Limit benefits from the fact that we have an absolute understanding of our brand and how we should act and be when out in the community, in the office, or at clients. For us it’s not difficult because Catch Your Limit does a good job of hiring the right people with the right personality. We aren’t acting, that’s us.

Tom is always using the phrase “live the brand at all touchpoints” but how do you do that without a clear picture of what your brand is?

We all know the ups and downs companies face, the key is consistency even in the midst of change. Jeff did a great job explaining customer expectations in the previous post. Inevitably no matter how much you avoid it there will be disappointment. Don’t panic, don’t make excuses, destiny has given you a great opportunity to correct and in some cases even strengthen your brand in the eye of your customer.

Surfers give their spots names and while these spots may not have good waves for weeks on end, companies have the opportunity to deliver a consistent performance every time. Maybe companies should let their customers do the naming. What name do you think your customers would give you? If you’re scared of the outcome maybe its time for a re-evaluation.

><(("> Kyle Freund

Kyle is a former ><((“> Team Member at Catch Your Limit, a management and marketing firm with offices in Tallahassee, Florida and Richmond, Virginia. To learn more, visit www.catchyourlimit.com.


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