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Creating Likeability in Your Brand

The good news is, there are 3 easy steps that you can do to make your business more likeable. Follow these steps to create likeability.

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If I’ve said it once, I’ve said it at least 1,000 times — people do business with brands they LIKE. And the truth is, it’s more than just something I say, it’s a fact. We seek out businesses we LIKE to do business with.

Our first goal, when we take on a new client, is to figure out how to make their brand more likeable. This is one of the most critical elements to any successful advertising and (especially marketing) campaign. Without likeability, we’ve got nothing and neither does the client.

The good news is, there are three easy steps that you can do to make your business more likeable. Following these steps will bring you more business, more clients, and (most importantly) more money. Now that’s something to smile about!

Three Steps to Creating Likeability

photo credit bixentro via Flickr
photo credit bixentro via Flickr
  1. Be Pleasant. Unless your brand is about angst, anger, or being an outsider, consider trying to make every customer (and potential customer) interaction cheery. Be genuinely glad to see them. Answer the phone as if its a pleasure, not a burden. And try to go the extra mile to “make someone’s day.” In short — find a pleasant brand personality and see how many ways you can share it’s light with your community.
  2. Focus on the Positive. In the best sense, what is it your business brings to the community? How does your product or service change lives? (or just moments?) If someone chose to do business with you — what’s the promise? Now tell that story in as many ways internally and externally as possible.
  3. Get Consistent. Seriously – the more consistent you are representing your business to your community (pleasantly), the more likeable your business will become. That’s because when a business is consistent, their customers and potential customers come to know what to expect from them. And, generally, we like to know what to expect from a business.

Following these steps isn’t going to make your business successful overnight, but it will move your business down the path of creating likeability – and likeability almost always wins.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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