Coalesce Inc.’s Blog

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A Tour of Taliesin

Posted by coalescemarketing on August 5, 2011

I recently toured Taliesin, the homestead and studio designed and built by Frank Lloyd Wright in Spring Green, Wisconsin in the early 1900’s. After reading the book ‘Loving Frank’ a couple of years ago, and loving the perspective it offered, a tour of the home was quickly added to the ‘must do’ list.  It finally came to fruition just a couple of weeks ago.  As I proceeded through the tour, I realized that Wright seemed to know a thing or two about branding, perhaps he wouldn’t have referred to it that way but he certainly understood how to create emotional connections for his customers through his work. Here are a couple of things I learned along the way, and how they can be related to your company’s brand:

  • Leave your mark on all the work you do

As a part of his designs, Frank Lloyd Wright identified his work with a symbol that had been originally created early in the 19th Century by a Welshman. The symbol, represented quite simply by three lines, was meant to embody the family motto “Truth Against the World”.

Consider for a moment, all of the customer-facing aspects of your business. Certainly your office environment and employees should come to mind. But what else comes in contact with your customers? Touchpoints are everywhere  – your website, letterhead, business cards, presentation folders – even the non-profit organizations you align yourself with. Each one of them represents your company and needs to leave a positive impression. This isn’t about making sure they all incorporate your logo, it’s about what that particular symbol represents – in their mind.

  • Listen and learn all the time

Perhaps due to his lack of formal schooling, Frank Lloyd Wright was a very good listener and was always applying new learning to his work. In his 60’s, Wright was giving a lecture in New York, and an architect in the audience (who later served as Wright’s liaison, assisting in the construction of the Guggenheim Museum) asked him about a passage in a particular book. Wright didn’t let on that he hadn’t read the book, but later went on to buy himself a copy and was able to cite the particular passage almost by heart.

Everything you come in contact with is a source of new learning. And your customers should be at the top of that list. If you are a company president, spending regular time with your customers (the big, and the small) should be a priority. Don’t just turn to your employees to find out what customers are saying. Get out there, and ask them yourself. Listen and learn.

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