Jennie Johnson set up nursery chain Kids Allowed in 2003 when she struggled to find suitable childcare. Kids Allowed was recently awarded Nursery Chain of the Year 2010 by Nursery World magazine.
I run a couple of small hotels which I believe offer the best quality in the areas in which they operate and I have ambitions to build them into a substantial chain. Can you offer any advice on how to build a brand that’s synonymous with quality?
What are your points of differentiation? What do your customers think? Are you doing anything unusual to attract and retain the best staff?
With Kids Allowed we have worked hard to have tangible USPs, to have delighted customers and to have a happy team. In doing this, we have created a buzz about our company that has generated interest in the press and a lot of word-of-mouth referrals from existing customers.
We are passionate about offering our customers an exceptional experience and, in doing so, I believe the rest follows if you truly do it as well as you say you will. It’s like a ripple in a pond: once the momentum begins, it takes on a life of its own.