Gift Basket Business Blog

“Branding” Your Gift Basket Business

October 3rd, 2007 at 08:16pm Lorie Obernauer

How do you describe your business to potential new customers? Arthur Germain from Communication Strategy Group suggests that “the best way to tell a business prospect about your company is through a solid description and memorable stories about the products and services you provide”. Full Story.
Germain recommends the following strategy. After each point, I will add examples of how I would describe my business, Apex Gift Foods.

• Make an effort to describe your business in one sentence. Make this sentence simple and straightforward. Don’t use “lingo” that will confuse others; just say what you do! (Apex Gift Foods is a wholesaler selling gourmet gift food components and packaging supplies to retail gift basket businesses and retail florists.)
• Describe your typical customer. Who are you trying to reach? (Apex serves small, home based businesses as well as larger businesses with stores and possibly multiple locations.)
• Explain the products and services your company provides. Here is where you can give some details, but be careful to speak plainly. (Apex Gift Foods sells moderately priced, shelf stable gourmet food components for use in gift baskets or that can be sold “over the counter”. In addition, Apex sells all of the supplies needed to assemble a gift basket including containers, fillers, wraps, tools, and enhancements for decorating the basket. Our excellent customer service team can make product suggestions for your projects and will follow-up with all order details to ensure that you are completely satisfied. Orders are packed carefully so as to minimize damage and shipped promptly.)
• Describe the benefit your customers receive by using your company. (When you place your order with Apex Gift Foods, you can be sure that you will receive what you need in good order and in a timely fashion. If products that you ordered are temporarily out of stock, you will be notified before your order ships so that you have the opportunity to make another selection. You can take advantage of the thorough service offered by our customer service team as well as benefit from our blog to learn about news about the gift basket industry, and suggestions for building your business.)
• State what makes your company different from the competition. (Apex provides the “personal touch” to customer service. Our service team will get to know you and your business, your product preferences, and your special needs.We want to make sure that you’re entirely satisfied with every order and that we help you make your business grow by providing what you need when you need it.)

Then, (and this may be most important), tell some stories about current customers and business situations that illustrate the points listed above. According to Germain, these stories can be the most powerful tools that will convince potential customers to become loyal customers.

Entry Filed under: Business Tips