Tag Archives: business location

Why Does Water Taste Different?

A perspective on where our water comes from.

A perspective on where our water comes from.

Okay, you’re wondering what the heck how water tastes has to do with marketing your business, and it’s a good question.  The answer will be revealed.

Water should taste the same, right?  It’s a clear liquid without additives, so it should have a uniform texture, consistency, and refreshing appeal to the palate.

Every business is the same, right?  There’s a reason for existence, a leadership team, incorporation, sales team, products and/or services, and marketing to reach the audience.

The answer to the question about every business is obviously false.  Now, some non-business people may believe every business is greedy and therefore evil, but what they fail to realize is that a business would be unable to provide them with a product or service if it was unable to make a reasonable profit.  Even non-profit organizations need to have money to operate.  Even franchise operations are different.

As a marketing professional, I prefer to avoid reference to particular franchises (unless it’s a client and we’ve been given permission), but let’s consider one whose logo features certain-colored arches.  There is a level of consistency one expects from this franchise, wherever one of the company’s stores may be located.  That premise implies that each of the fast food stores under that umbrella is the same.  Wrong!

The variables range from location (inner city vs. highway exit) to management, staff,  volume of traffic, and the make-up of the surrounding neighborhood.  Patrons frequent one store over another for quality of food, speed of service, cleanliness, friendliness, price, and convenience, among other factors.

Let’s flip back to the variables that have an impact on water.  Think where the water comes from in the first place.  It’s absorbed into clouds and comes back to earth as rain, which then filters through the ground into an aquifer or runs off into a stream, river, lake or other body of water.  As the natural rinsing agent it is, water brings along minerals, dirt, pesticides, and other “stuff” into whatever container it flows.  Unless we extract it ourselves from a lake or stream, water is usually processed through a filtration system and pumped into a water tower or other pressure tank to flow into our homes so it’s there when we turn on the tap.  Some municipalities treat the water with fluoride or other chemicals and some leave elements such as certain levels of iron in the water.

So, the bottom line is water can taste different depending on where it comes from, especially in terms of what container holds it.  Water in plastic bottles all seems to taste the same, but it depends on if it was bottled at a spring or through a municipal or business processing system.  Some of us can drink tap water and love the taste, where others may find the iron content too high or dislike the city water’s flavor.

Personally, I have grown accustomed to drinking water from a stainless steel bottle, which reminds me of drinking cold water from a stainless scoop dipped into a milk can from my days working on a farm.  I try to avoid filling the landfill with plastic bottles, even if they are recyclable, but if it’s my only choice, plastic fits the bill.

The point of this is that your hamburger, product, or service is going to taste different to every consumer.  In the case of the burger, it could be the quality of meat, percentage of fat, how it’s cooked, or the accompaniments such as the bun, condiments, vegetables, and whatever else someone likes on their concoction.  You need to know, as much as you can, what your customers want and deliver it in such a way that differentiates you and your business from the competition … and build loyalty to your brand!

That means you need to know what your brand is.

Is it tap water?  Well water?  River water?  Spring water?  Or run-off?

When you need help finding the source of your water, contact Brand Irons for guidance.


5 P’s of Business Success

Your definition of success is different than mine.  Is the wino who scores a cheap bottle every day less successful than the sales representative whose achieves the goal of 10 sales in a week?  It comes down to how you define success.

Success KeyWhen it comes to owning and operating a business, defining success is still a personal choice, although there are certain keys that can clarify the definition.  Here are five “P”s:

  1. Passion.  One of the first elements Brand Irons considers when taking on a new client is how passionate you are about your business.  The passion gets you up in the morning with eager anticipation for what you can accomplish during the day.  It motivates you to bring enthusiasm to every decision you make about the business.  It energizes your employees and that passion for your vision goes right through to your customers.  That passion for your enterprise sends you home at night encouraged by the results and excited about bringing it back tomorrow.
  2. Plan.  Various research projects have illustrated that people, especially business owners, who set goals and write down their plans are far more likely to succeed than those who feel goals and plans have little value.  Take some time to think for a few minutes:  Are you working in your business or are you taking the time to work on your business?  Working on your business means you do some research, study your competition, talk to your customers and personnel, and develop strategies to enhance your bottom line.  Try a different tactic and measure the results of how it worked.  Consult with professionals and others in your field who have been successful in their endeavors.  Think about things.
  3. Perform.  Your passion conveys a sense of urgency that follows the path you’ve laid out in your plan.  Another critical element is to execute the strategy, which means you and your people have to perform.  Your customers have expectations.  They believe in and trust you.  They know what to expect from your products and/or services.  It’s up to you and your team to make it happen and fulfill those customer expectations.  That’s why it is essential you stay in touch with your customers.  Get to know them and their needs.  What are they looking for, and is your company meeting those needs?  How can you enhance service?  Are there other products you could provide to help them solve their problems?  Do what is expected of you … and then do a little more than that.
  4. People.  Whatever your business, whatever you market, and whether you have employees or it’s only you, everything you do involves people.  Your customers are people; human beings with needs, wants, and wishes.  Your employees are people with a need to feel appreciated, who want to have value and make a contribution, and wish to be treatly fairly and honestly.  Your success in business is therefore wrapped up with people.  That means you need to establish and sustain relationships with these people, especially your customers.  Always remember that without customers – who are people – you have no business.
  5. Place.  The adage that it’s all about location is true, to a degree.  If you operate a restaurant or a retail establishment, your place in the community can be a critical element in your long-term success.  The same holds true if the primary place where your business is located is on the Internet.  If your web presence is old, stagnant, and hard to find, even the most elaborate website is a poor location.  Keep your place looking sharp.  Your parking lot should be as safe, clean, and comfortable as your place of business.  Your website should be up-to-date and your social media current and professional.  Remember, marketing is about perception.  If your customers think your place looks sloppy, that perception could reflect on your products and services as clearly as crystal.