Knowledge based branding is the WHO, WHAT, WHERE, WHEN, HOW and WHY of your business. The WHY has the most influence in elevating your business.
WHO - company name, owners and staff
WHAT - products, services, packaging, price and promotions
WHERE - location(s), delivery, drop-off
WHEN - hours of operation, days of the week.
While there is much thought that you put into the WHO, WHAT, WHERE and WHEN of your business, communicating these is simple through typical reference media such as store signage, a website, directory listing and Facebook.
The HOW can provide some detail around a specialized service, a process or a format of training (camps, clinics). For example, skate sharpening or skills training are based on the HOW knowledge of your business. While it may not always be explicitly explained to the customer, your HOW knowledge comes through in the finished products and services that you offer. Your customers pay you primarily based on your HOW knowledge.
But WHY do you sharpen skates the way you do? WHY do you train the way you do? WHY do you sell those brands of sticks and not others?
WHY knowledge is critical for customer loyalty on products/services they currently consume through your business, the sales of other products/services that you offer and on referrals of new customers.
Read more in our upcoming first magazine issue of Stick Business.
Read more in our upcoming first magazine issue of Stick Business.
Sponsored by:
Stick Business is for Player Performance Professionals who want to discover new information, products and services to develop and operate their business. Stick Business is published by Hockey Science & Technology.
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