August 2021 - 43

POHMER ON ...
mislead your customer; setting false expectations
for your customer is the fastest way to drive them
to your competition!
2. Clearly define your target customer ... Don't try to
be all things to all people. Though we'd all love to
appeal to all consumers, the truth is that most of
your sales and profits come from a small niche of the
marketplace. This small but very loyal base are the
ones who connect with your brand emotionally, and
the ones that you should focus on with all your energy,
resources and marketing.
3. Build an ownable narrative ... Telling your story
authentically is the best way to communicate with your
customer, a narrative that is reflective of your brand,
but also completely relevant to the end user. Your
company and your team are unique, make sure your
customers know about your uniqueness and how it
benefits them.
4. Talk with your consumer, not at them ... Be honest
and open; transparency builds trust and a believable
connection with your customer.
5. Be disciplined and focused ... Clearly define what you
are trying to accomplish, what it will take to get there,
and what resources will be needed to make it happen.
6. Create a " reason to believe " ... Your brand message
sets you apart; without a differentiated brand, you are
just another retailer or a commodity in the consumer's
mind. What's your " passion point " that customers can
rally around?
7. Ensure your leaders are likable, believable and
accessible ... Management must build trust and
confidence in all your constituencies - employees,
customers and your supply partners. Being authentic,
honest, approachable and credible are essential in
making this a reality.
8. Be consistent in all communications ... No matter
where or how your customer sees or hears your brand
message - advertising, social media, on your website
or in your store - the message must be the same.
9. Find a North Star ... Every company, no matter how
small, needs one individual who is the brand manager,
the person responsible for ensuring that your brand
is always relevant and in synch with consumer needs
and expectations, and is constantly monitoring the
marketplace for changes that you'll need to address -
and has the power to make the changes needed!
10. Stand for something beyond profits ... Consumers
admire companies who believe in the greater good.
Whether it's something like sustainability, reducing
fertilizer usage and run-off, water conservation or recycling,
you have a story to tell that your customer can
relate to and builds their trust in you.
Remember that your brand, brand message and brand
promise are living, breathing and integral parts of your
connection with your customer and must be nurtured and
refreshed as consumer needs and expectations change and
the marketplace evolves.
Stan Pohmer is president of Pohmer Consulting Group in
Minnetonka, Minnesota. He can be reached at spohmer@
pohmer-consulting.com or 612.605.8799.
AH_LGR_GoToGrow_3.35x9.7_Jan_FA.indd 1
Where do you
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answering your questions, representing
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Join us today, and see how
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August 2021

Table of Contents for the Digital Edition of August 2021
