Branding is not all about you.

Working in retail has taught me a ton about what the industry is doing wrong.

#1

Internal culture might not be the best way to talk to the outside world. They don’t necessarily need to understand it.

#2

We often think that cutting prices will make customers happy and keep them coming back. But in reality, it’s not a great way to build a long-term relationship with them. It’s just a one-time thing. If someone finds a better deal, they’ll be gone in a flash.

#3

Being in a relationship means you’re always the one who has to keep it going. You have to be involved in how their behavior changes. But it doesn’t mean you have to be scared of losing them as a customer. You also need to change, and somehow, you have to let go of customers if you’re not longer able to be a good helper for them. Find a new one.

#4

Reactive, FOMO, and social media viral campaigns aren’t really effective ways to talk to loyal customers. They don’t make new loyal customers. To be a good helper, you need to have a big personality and natural communication skills. Use empathy, because customers might not know how to become a good hero.

#5

Branding isn’t about pushing customers to buy; it’s about how you present yourself as a persona.

#6

In the retail industry, success goes beyond just hitting sales targets. It’s about how you are helping more customers become heroes.

#7

Being a great company isn’t the same as being a great helpers to customers. That’s what companies like “Sido Muncul,” “Tupperware,” and “Sepatu Bata” have taught us. They crashed.