Much of what our previous posts have covered are ways to manage your marketing and brand materials effectively. We’ve discussed tips to ensure your brand messaging remains consistent and without error; how to prevent any tampering with approved brand imaging, coloring, and/or sizing; and even how to re-purpose old materials to make them fresh.
What we’ve neglected to cover thus far is equally an important piece of yours or any other brand.
Your service is your brand too.
Now, it’s important to remember the things we’ve discussed so far. All that we’ve talked about is essential to generating a brand image that is not only memorable, but is delivered reliably and perceived by consumers as genuinely, dependable.
The problem is, even if you do all of those things properly, the brand image you’re trying to get across may still fail. Why? Because marketing materials are not the end all be all when it comes to your brand.
Your services are just as important. How you interact with your customers says as much about your brand as any flyer or ad does. The kicker? To consumers your service actually says a lot more. We make judgments about products or services based on the people backing them. People buy from people or companies that they like and trust.
Would you be more likely to buy a pair of shoes from a salesperson who you just witnessed being rude to another customer, or from a salesperson at the store across the street who you just saw helping a woman bring her bags to her car?
Probably the latter. Consumers don’t make assumptions about a brand only by its employees actions, either. It’s also about their appearance and mannerisms. Are all of your employees dressed appropriately for their positions? How do they present themselves when they’re not directly serving a customer?
Things like this don’t go unnoticed by consumers and it doesn’t stop at face to face interaction. How well do your customer service or sales representatives uphold your brand’s core values and standards when they’re serving a client?
Every aspect of your business is an opportunity to build your brand. After all, your brand is your business and you should make it part of your business to uphold your brand.