Eleanor’s blog article on inconsistent brand delivery is an all too familiar theme for us Yukoners–myself and others here at aasman have filled many a blog post on this topic.  After reading Monday’s post I was immediately taken back to the recent Yukon Information Technology and Industry Society Conference.   One of the presentations was by Eric Karjaluoto on his latest book “Speak Human.”

Eric's book is based on how to assist the little guy compete with big name brands and well-established companies.  Eric uses examples of how the human touch he experiences in his own consumer life helps him make choices and decisions every day. With this in mind, small businesses have to grab onto the advantages they have and remember to keep it personal in every business interaction.  
We forget this sometimes when we’re striving to be professional and want to appear like the big successful company down the street–trying harder and harder to get more and more customers.  
If your customers want to be treated like just another number, there are plenty of options for them out there between big box stores, fast food restaurants and online shopping.  It’s the fact that Matt, the bartender already knows my drink order before I show up, or that Krista, the barista remembers my name or that Antoinette, the owner comes and asks my wife and I if we enjoyed our dinner, that will bring us back through their doors.  



by Eleanor

What’s interesting is that as a community, people in Whitehorse are fantastically supportive of each other. I recently sought out advice on ArtsNet and got a heap of encouraging emails within hours of asking. It’s part of what keeps me in the territory and is definitely part of the Whitehorse brand. I wonder if the new “city branders” know that?


by Doug Brown

Good post Corey. It neatly summarizes a social media strategy too: be human and create an actual relationship with your customer. Thanks for the insight!


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