Category: Branding

The Power of a Positive Workplace

With a Look Inside the Culture at PeakActivity

What Does a Positive Culture Look Like?

Trust / Support

Trust in leadership and trust in employees can be found in positive cultures, and should not be underestimated. When employees know that their managers and/or teammates have their back, it provides the support needed for creativity and risks. And when employees face challenges such as accidents, illnesses, or personal tragedies, an understanding and supportive work environment can help ease anxiety and reinforce commitment.

Confidence / Pride

A positive workplace culture can sometimes be identified by the amount of confidence and pride that employees show for their job or company. In a positive environment, leaders have confidence in their team’s abilities and, likewise, employees have confidence in their leader’s direction.

Productivity / Engagement

It’s no secret that a positive workplace environment is a productive one. In a negative environment, employees don’t want to come to work; but in a positive environment, employees are excited about coming to work and are highly engaged.

Communication / Teamwork

In a positive workplace, you’ll find communication and teamwork. Leaders set clear expectations, and employees understand what is being asked of them. People talk about ideas and bring up issues before they become problems. Employees communicate to improve their teams and speak positively to one another.

Onboarding / Training

Onboarding is a big indication of what to expect from a company’s culture. In a positive environment, new hires are guided through their responsibilities and necessary processes. Good employers invest in good hires, and that starts on day one. And, in a positive workplace culture, training is an ongoing commitment. If a company is proud to offer their employees opportunities for professional development, they likely have a positive workplace culture.

Benefits of a Positive Workplace Culture

Productivity

If it’s not obvious by now, positive workplaces are productive. Employees understand their role and the importance of their work, and they know whom to ask for help.

Excellence

Employees who work within a positive culture are empowered to think independently and make smart decisions. Given their supportive environment and ongoing training, it’s easy to understand why employees would feel empowered in their roles.

Retention

Happy employees don’t leave. And, if they do, chances are they leave on good terms. A positive workplace that fosters a culture of employee satisfaction will help retain your best employees and keep your team moving forward. Happy employees don’t leave. And, if they do, chances are they leave on good terms. A positive workplace that fosters a culture of employee satisfaction will help retain your best employees and keep your team moving forward.

Opportunities

In a positive work environment, employees see opportunities instead of problems. When issues arise, there is a focus on collaboration and creativity that leads to finding a solution. In a negative environment, issues are more likely to prompt blame or frustration, turning opportunities into obstacles.

Culture at PeakActivity

As you can tell, creating and maintaining a positive workplace culture is super important. While it’s no easy task, here at PeakActivity we attribute much of our success to the culture we’ve created. So, to help you understand how a positive workplace culture can impact company success and employee fulfillment, we’ve asked our team to share their thoughts on the culture at PeakActivity.

Here’s what some had to say:

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Building Brand Loyalty (Part 3)

The Secret Sauce

What brand loyalty comes down to is whether a brand can offer mutually beneficial interactions. 

Mutually beneficial interactions occur when both the business and customer share an experience that goes beyond the sale of a product or service. 

What does this look like? I’m glad you asked. 

We previously discussed how loyalty programs could offer mutually beneficial interactions, but it can also be applied in a broader sense of the business. 

This time, let’s consider a local wine distributor who is faced with the challenge of building brand loyalty. What are the incentives for a consumer to buy wine from this particular retailer, rather than the grocery store? The grocery store is convenient and offers comparable prices, so how do they win customer loyalty?

The answer, as you may have guessed, is through mutually beneficial interactions.

Employing a wine-pairing expert who can make personalized recommendations would be a great start for this wine retailer. They could even assist with menu planning. Taking it another step further, they may begin to host a series of wine tastings. 

With both of these suggestions, there is a mutually beneficial exchange between the customer and the company. Customers gain knowledge and practical advice about how to pair wine, and the retailer learns about customer preferences and information gaps that they can work to close.

When considering the interactions your business can offer, try to come up with original ideas that speak to the values of your brand. Distinctive interactions are more likely to stand out and create a stronger personal association between the experience and the brand.

Digital Experiences

Of course, since we are in a digital era, it’s also crucial to include a strategy for digital experiences.

A digital experience can be as simple as an expert-hosted live stream. Or, it could be as complex as a custom mobile application. In any case, convenience and quality should be a priority when designing any type of digital experience. 

Here are a few additional considerations that are important for digital experiences:

  • Personalization. How can you personalize the experience? By simply addressing a customer by their first name can help them feel more connected with the brand.
  • Customer Benefit. Don’t forget; the interaction needs to result in a mutually beneficial exchange. What is the customer getting and, more importantly, is it valuable?
  • Data Collection. A business will typically collect customer data as part of brand interactions. Consider the type of information that will help drive multiple business strategies for an even bigger impact.
  • Shareability. A digital experience can be much more fun when it’s shared with friends. Plus, it can promote engagement and result in more brand awareness. Now, with whom would you like to share your quiz results? 

Quality Content

If we’re talking about the secret sauce of brand loyalty (and we are), quality content is absolutely essential.

Generally speaking, customers don’t want to feel like they’re being sold something. Instead of approaching the customer like a hunter’s prey, lure them in like an expert fisherman. Customers want to know how a brand’s products or services can address a common problem they’re experiencing. Get them on the hook them by addressing their problem(s), then continue to reel them in with quality content.

For example, we can look at a brand campaign as a kind of hook; it’s appealing and draws people in. To continue reeling them in, consider writing blog posts, producing videos, or developing unique content that provides solutions in an altruistic way.

With this approach, consumers begin to trust that your business cares about their problems and wants to help (regardless of whether they buy anything from you or not). This may sound counter-intuitive, but it actually helps to draw people closer, where they can really see the value of your brand.

Customer Feedback

Do you know what customers are saying about your company? Because you can guarantee that online shoppers do.

Customer reviews are extremely important for eCommerce since shoppers aren’t able to hold the product in their hands or test it before they buy it. A good or bad review can mean the difference between someone buying your product or not.

The good news is that business owners can leverage positive customer reviews to boost confidence in online shoppers.

When potential customers see that others are satisfied with a product, a good review can serve as a measure of reassurance and confidence in the brand. If possible, engage with these customers by thanking them for their review or offering a discount on future purchases.

Additionally, if someone leaves a glowing review of your product or service, it’s worth reaching out to create a potential brand ambassador relationship. Consumers are keen on whether a review or sponsorship is merely transactional, so the more honest and authentic the review, the better it is for your brand.

As far as negative feedback, the best thing you can do is try to repair any lost trust by genuinely considering their feedback. For example, if a customer had a poor service experience, it’s often worth contacting the customer to smooth things over (and maybe get them to update their review). 

So, don’t be afraid of customer feedback, as it can offer valuable insight into what customers want from your brand. By addressing their feedback, whether positive or negative, it can help strengthen consumer trust and loyalty.

Take this week to pay attention to the loyalty displayed by your customers. Which buying behaviors do they exhibit? What are some opportunities for building loyalty with them?

Want to learn more?

Come back next week for Part 2 of Building Brand Loyalty, as we’ll examine the basic ingredients needed for building brand loyalty.
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Building Brand Loyalty (Part 2)

Basic Ingredients for Brand Loyalty
In this second part of our ‘Building Brand Loyalty’ series, we are identifying some of the basic ingredients that a brand needs to start building a loyal customer base. With the foundational elements below, a brand can leverage success with repeat business. We suggest monitoring the success of these elements and leaving room to make adjustments as-needed.

Brand Identity

Think about your brand’s identity. Is it meaningful? Relevant? Appropriate? Consumer preference for a brand is often viewed as either an emotional or logical decision. When customer relationships are built on logic (for example, slightly lower prices), they are less likely to inspire long-term loyalty.

Consumer psychology tells us that people desire a deeper reason to connect with a brand or product. This means that businesses must emphasize the complete experience when marketing a product. The goal is to create a brand to which people attach strong, positive feelings because customers will shop more frequently and spend more money when their logic is reinforced emotionally.

Before you move forward with trying to build brand loyalty among customers, first make sure that your brand identity is one that they can emotionally and logically connect with. If it’s not, be open to customer feedback and spend time refining your value propositions.

Social Media

Think about your brand’s identity. Is it meaningful? Relevant? Appropriate? Consumer preference for a brand is often viewed as either an emotional or logical decision. When customer relationships are built on logic (for example, slightly lower prices), they are less likely to inspire long-term loyalty.

Consumer psychology tells us that people desire a deeper reason to connect with a brand or product. This means that businesses must emphasize the complete experience when marketing a product. The goal is to create a brand to which people attach strong, positive feelings because customers will shop more frequently and spend more money when their logic is reinforced emotionally.

Before you move forward with trying to build brand loyalty among customers, first make sure that your brand identity is one that they can emotionally and logically connect with. If it’s not, be open to customer feedback and spend time refining your value propositions.

Loyalty Programs

It may seem obvious that a loyalty program will help build brand loyalty, but we can’t overlook their effectiveness. In fact, a Forrester Research report found that 72% of adults belong to at least one online loyalty program. Additionally, it showed that customers join loyalty programs to save money, which ultimately influences what they buy.

A loyalty program can be as simple as sending coupons via email or setting up a system in which certain actions trigger special discounts. Think about what your business has to offer and the unique ways that customers could interact with your brand. You will often find restaurants and coffee shops that offer loyalty cards, where customers receive a free sandwich or beverage after a certain amount of purchases. Perhaps you want to drive more in-store traffic, so you could offer a free service or a ship-to-store option to bring more people to your physical location.

Whatever you choose as a loyalty program, be sure to make it simple and easy for your customers. The purpose is to gain customer trust through positive experiences, so avoid any complicated rules or fine print that might cause frustration.

Customer Service

Since most businesses offer a similar range of products, excellent customer service can serve as a defining part of a brand that encourages loyalty.

It’s common for people to look for the assistance online, hoping to avoid hold times and automated directories. For this reason, a great way to provide customers with quick answers is a Frequently Asked Questions page on a company’s website.

Taking it a step further, many online businesses will feature a customer service dialogue window or chat-bot that can take care of customers instantly.

Transparency

Simply put, customers are loyal to brands they can trust. And when it comes to earning their trust, transparency is key.

Business transparency means being forthright about various company operations that may be of public interest. Transparent companies share information relating to performance, revenue, internal processes, sourcing, business values, etc.

Take, for instance, the beauty industry. When selling cosmetics, it’s extremely important for customers to have access to product ingredients. Making the ingredients easily available on labels or packaging can build trust with cosmetic consumers because it reassures them that the products are safe, cruelty-free, and don’t contain any harmful ingredients.

Of course, each industry will have its own consumer concerns. The sourcing of gemstones, the working conditions of clothing factories, and charitable contributions of non-profits have all been subjects of public scrutiny.

So, what is it that raises eyebrows in your industry? And how can you make it more transparent to your customers?

By showing your customers you’re not hiding anything from them, you’ll build their trust in your company and earn their loyalty.

Take this week to pay attention to the loyalty displayed by your customers. Which buying behaviors do they exhibit? What are some opportunities for building loyalty with them?

Want to learn more?

Come back next week for Part 3 of Building Brand Loyalty, as we’ll examine the basic ingredients needed for building brand loyalty.
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Building Brand Loyalty (Part 1)

There are brands we recognize, and then there are brands we live by. When we talk about brand loyalty, top names like Apple, Nike, and Disney come to mind. Undoubtedly, there are people who use Apple products exclusively, those who collect hundreds of Nike shoes, and those who can recite the lines from any Disney movie ever made. These brands all have loyal customers, and they didn’t get them by accident. And yes, they’ve spent decades building their brands, but there are basic branding principles that can still help younger or lesser-known brands become more recognizable and competitive within their industry. To kick off this series about brand loyalty, let’s begin by understanding why it’s so essential to a brand in the first place.

Why Loyalty Matters

Some business analysts will argue that brand loyalty no longer exists. And yet, the success of the brands mentioned above tell us otherwise. Not only does brand loyalty exist, but it’s also necessary for a business to achieve long-term success. A brand cannot sustain itself on new customers alone. If a business were built on one-and-done transactions, brand awareness strategies would be ends in themselves. However, we know that it takes more than brand awareness to maintain sales. We know that converting a lead is good, but creating a loyalist is even better. The conversion to brand loyalist is the reason we, as marketers, map out customer journeys and work on nurturing relationships with current customers. So, while we may think of brand loyalists as returning customers, they are much more than that. Brand loyalists help build a brand’s reputation, provide valuable feedback, and encourage others to experience the brand with them. Let’s now take a look at how to recognize a brand loyalist…

Recognizing Brand Loyalty

Loyal customers exhibit four buying behaviors: They spend more money per transaction They buy more frequently They invest their time willingly They refer you to their family and friends Given these four behaviors, do any of your customers come to mind? Think about why they might be loyal to your brand. Do you offer an exceptional product? Excellent customer service? A great location? While one good reason may be enough to get someone through the door, it’s often a combination of positive experiences that keeps customers coming back. If you’re uncertain whether these four buying behaviors are applicable to your customers, it may be a good idea to set up a system in which you can keep track. Many businesses collect customer data during transactions, such as phone numbers and email addresses. This data can provide insight into how much of your business comes from repeat customers and can help you establish parameters around what your business wishes to define as a loyal customer.

Take this week to pay attention to the loyalty displayed by your customers. Which buying behaviors do they exhibit? What are some opportunities for building loyalty with them?

Want to learn more?

Come back next week for Part 2 of Building Brand Loyalty, as we’ll examine the basic ingredients needed for building brand loyalty.
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Our Veterans – an Honor and Privilege to the PeakActivity family.

Veterans Day, originating as Armistice Day on November 11, 1919, was celebrated for the first time on the first anniversary of the end of World War I. In 1926, Congress passed a resolution for an annual observance. However, Veterans Day was not officially recognized as a national holiday until the beginning of 1938.

Veterans Day originated and is still observed today as a day to honor and respect the men and women who dedicated their lives and made unbelievable sacrifices to fight for the freedom of America, this beautiful country we call home.

At PeakActivity, we are very proud of our veterans and the sacrifices they made for our country. We are honored that they chose to become part of the PeakActivity family after dedicating their time to the service of our country. Like all veterans, they have helped mold and shape America into its current glory, and we are privileged to have them as part of our team.

This Veterans Day PeakActivity is honored to recognize our team members that served our country.

Kim Nalepka, our Social Commerce Specialist, dedicated 12 years of her life to service in the Marine Corps. During her time in the Marines, she was stationed in North Carolina and had 5 active tours to both Iraq and Afghanistan.

The military provided experiences that shaped Kim to be the strong, hard-working, and confident person she is today.

“My military experience instilled courage and self-confidence to overcome fear in the face of adversity and to accomplish goals in stressful environments. It gave me the opportunity to build strong leadership, critical thinking, and decision-making skills during combat situations. The way my military experience affects my life today is understanding the importance of teamwork and understanding people and their personalities, to be able to work through complex situations and resolve conflict. Solid leadership, good judgment, and integrity are necessary to build a strong foundation for any company or business.” – Kim Nalepka

Mathew Vermilyer, our A/B Testing and Optimization Lead, is originally from Chicago, Illinois, where he enlisted in the United States Marine Corps at the age of 18. He served as an Ordnance Technician from 2009 to 2013, with one tour to Afghanistan in 2011.

“The military provided me with some of the most impactful years of my life. I was molded by my experiences, changing my outlook on hard work and dedication. The military taught me the true meaning of a team and inspired me to lead by taking ownership. I am grateful for my time spent in the military, and while challenging, I would not change a single moment”. – Mathew Vermilyer

Joey Collins, a full-stack engineer, devoted four years of his life to service in the army. During his time in the service, he was stationed in Fort Bragg, NC as a part of the 82nd Airborne division.

“During my time in the Army, as part of the 82nd Airborne Division, I jumped out of more planes than I landed. My experiences were life-changing and I have been forever impacted by the time that I served our country. I went into the Army as an introvert, and during my time of service, quickly became an extrovert. With a job of interrogator, it is almost impossible to be shy. The time that I spent in the Army gave me the confidence to chase after everything I have ever wanted out of this life. I have been forever changed and I am very grateful.” – Joey Collins

We, at PeakActivity, are honored to have Kim, Joey, and Mathew on our team. We are very proud of the time they spent serving our country. As we continue to grow our team, we would be honored to add more veterans to the PeakActivity family.

On this Veterans Day, we want to thank all of the veterans who served our country. We are truly grateful for the sacrifices you made during your time of service.

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