và đã xây dựng lòng trung thành hành động trên của họ. thay mặt cho. Điều này chỉ xảy ra bởi vì họ đã biến một kinh nghiệm bán hàng thông thường vào một cá nhân. Cũng như nhiều nhân viên bán hàng muốn được đặc biệt, vì vậy các khách hàng muốn cảm thấy đặc biệt. Việc trao đổi sự chú ý của cá nhân vì lợi ích của tăng chuyên nghiệp là rất quan trọng để kim tự tháp | Making a Brand Impression 107 problem with secrets is that they are easy to make up and hard to keep down. They live lives bigger than our own. We think that they are just little things that won t amount to anything but we re wrong. We don t just make secrets they end up making us and they want to be heard. They want out. The problem is that when they accidentally escape they can wreak disaster. If they are revealed with the intention of shocking the listener or getting revenge they can instantly devalue a brand. Sharing secrets can get you the right or the wrong kind of attention. You know that phrase a well-kept secret Secrets are rarely if ever well kept. So whom do you tell your secrets to Successful branding finds a balance between secrets and truth. The truth is something that constantly tries to make itself known. It wants to be seen and heard. Trying to bury it will eventually and sometimes immediately create isolation compulsions and harm. A brand that exists in isolation is hardly a brand at all. Why does your brand ultimately need to reveal your secrets If you read about the psychology of confession you will learn about man s deep need to declare himself. This makes sense when you realize that we all have a deep need to be accepted for who we really are. The best brands are authentic brands accepted for what they really are. Even if you pretend to be something or someone you re not you wish you could relax and just be yourself but that s a hard thing to be. It s hard to base your future or the future of your company on yourself. Behavior expert and motivational guru Tony Robbins says that all of our fears can be summed up in these two questions What if I m not good enough and What if they won t like me 2 Who you really are is the composite of all of your true stories some of which have been pushed into hiding because they re ugly. But remember you can never be truly accepted as long as you keep yourself hidden. Sanction Yourself What do you hide You hide
