Focus on Brand Development and the Customer Experience on #FocusFriday Featuring Juliann Nichols, Laura Sayegh, Jennifer Frazier, Susie Pecuch, and Sean Mahibir

#ThatBusinessShow wraps up another week of positive, productive programming on Tampa Bay’s 1250 WHNZ.  Please help us grow the brand and support the show.  We are now in partnership with the Tampa Bay Business Owners (TBBO) and if you are a business owner in the area, please consider membership in the organization.  Learn more about the benefits of TBBO membership here and included in the membership is an annual radio show appearance on #ThatBusinessShow along with the opportunity to pick up some additional time throughout the year.

Be sure to get your tickets to Christmas in July this Thursday the 21st at TPepin Center.  Located at 4121 N 50th St Tampa, this business social is the business networking event of the summer for Tampa Bay Business Owners.  Tickets are just $29 and $19 for TBBO members and can be purchased here

Today we highlighted another edition of #FocusFriday which is brought to us by Juliann Nichols, CEO of Focus on You Strategy, where she brings the CEO out in you!  We were joined in studio for a group discussion alongside Laura Sayegh, Jennifer Frazier and Susie Pecuch for a discussion on how focusing on a niche can explode your business.  We began the discussion with Laura.  Laura is the President and Chief Design Officer of Laura’s Design Studio.  We focused this part of the discussion on the importance of quality logo design and what to look for when you design your logo.  It is important to create a logo in vector format she stresses so that it is scalable and can be placed anywhere easily from a website or business card to a large billboard.  You should also be sure to receive the logo in several different formats including .ai, .tiff, .eps, .png and .pdf in addition to the standard .jpg.  There are many options out there available for logo design but you need to take care to find a company focused on quality and originality or else you could end up with a hacked design or a design without character and just enhanced clip art from the Internet.  Create a consistent image of your brand through using the same fonts and colors is another point stressed by Laura in this opening segment.  Laura is more than just logo design too though so consider her a resource for brand development.  You can find her online at www.laurasdesignstudio.com or via phone at 813-416-2687.

We then moved the discussion over to Jennifer Frazier, Creative Director and Senior Copywriter with The Creative Stable.  Jennifer has been in business since 1990 in this industry and has worked on many branding operations including currently working with a candidate for Pasco County Property Appraiser where she talks about some of the differences and challenges in dealing with a political versus business campaign.  Jennifer stresses the importance of having a strong brand right out of the box because that is your unique fingerprint.  You should also involve a copywriter in designing your brand in addition to a designer due to the synergy that develops when two creative minds come together to “Focus” on an idea or vision.  Jennifer talks about the creative process and how business owners need to come to think of advertising as an investment and not an expense as so many often do.  Jennifer is an expert at advertising development and strategic creative direction and has worked on countless campaigns including the Olympic Bid for the City of Tampa in 2012, along with Moffitt Cancer Center, Hilton Hotels and many others.  Consider her a resource for advertising and brand development too and learn more at www.thecreativestable.com or give her a call today at 813-991-2334.

In this hour’s last segment, we talked with Susie Pecuch, Owner of Design the Customer Conversation.  An expert in the area of branding the customer experience, Susie has helped world-class companies for over 20 years strengthen their bottom line by moving customers from loyalty to advocacy.  She talks on this segment about how to do this and the power of having the customer do the marketing for you.  This is accomplished simply by giving them a powerful experience that makes them want to talk about you and give you referrals.  To start, you need to “focus” on being in the customer’s shoes and knowing who they are and how they view you and what their needs are.  She talks of the most critical moment in business which is when the customer walks out the door or hangs up the phone because they now have an image of your business that they will talk about.  What message do you want your customer to leave with?  This is your marketing message and crucial to brand development and business growth.  By getting the customer to market for you, growth is a natural result.  We discussed a recent report out by the Harvard Business Review too which discovered that the best predictor of the growth of a business  was how positively customers responded to the question “will you recommend me?”  Not only did the business need a strong recommendation, anything less than a 10 out of 10 was seen as a failure, indicating some sort of dissatisfaction with the business so it is important to strive for quality reviews through great customer service.  Susie is another highly experienced brand builder having worked with the likes of Nike and Walt Disney World and she can help you with creating a great customer experience as well.  Find out more about her at www.designthecustomerconversation.com or give her a call at 407-310-6386.

Throughout the discussion, we also hear from Juliann Nichols who has worked personally with these incredible professionals and how she helped bring out the CEO in them.  She does this through a variety of technique but most commonly through her CEO Exchanges.  These small, intimate group settings put you in touch with your fellow CEO peers to discuss problems and challenges.  She holds them regularly across the Bay Area at varying C1 Bank locations.  You can register for them at www.focusonyoustrategy.com and the next one is July 21st from 11am to 1pm at the 4th St N C1 Bank in St. Petersburg, register for it here and you can follow up that CEO Exchange with a workshop on Time and Profit Maximization which is on July 22nd at 4pm at Grille One Sixteen at 612 N Dale Mabry Hwy in Tampa, register for that here

At 8am, we welcomed community leader Sean Mahabir with the Tampa Police Department.  Sean is with the Special Incident Management Unit and Special Operations Division and was in studio to discuss TPD’s latest workshop available to business owners on how to handle an active shooter situation.  Due to the rash of this lately, this planning is becoming more important to everyday people.  Sean shares with us his personal story of working in TV and then finding his calling into law enforcement after the tragedy of 9/11.  Today he works inside the City on special events that require special preparation to secure such as parades or visits by dignitaries just to name a few situations.  Sean shares with us some good tips on what to do if an active shooter situations arises inside your building in this segment and stresses that business owners need to plan for this and how it differs from a typical evacuation scenario.  The workshop was recently given at the Port and since then, his friend has been ringing consistently for business owners looking to hold this workshop inside their offices.  You can request a workshop too by emailing Sean at sean.mahabir@tampagov.net and you can also learn more at www.tampagov.net/police

At 8:30, we held a bonus edition of #FocusFriday minus Juliann Nichols as we again discussed the importance of brand building and customer experience.  Thanks again to Juliann and our expert panel this morning for a tremendous #MorningDiscussion on #ThatBusinessShow!  Please help the show grow, subscribe to us on YouTube at www.youtube.com/jamiemeloni and please follow us on Twitter @jamie_meloni – We also encourage you to join Tampa Bay Business Owners and take advantage of this tremendous peer group to help you grow your business through education and collaboration with other business owners.  Learn more at www.tbbo.org and also www.tampabayradio.com!

Juliann Nichols (Small)Laura Sayegh (Small)Jennifer Frazier (Small)Susie Pecuch (Small)Sean Mahabir (Small)

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