| |
| |
|
Branding Information |
|
|
|
Branding Fiasco -- Better Be Who You Say You Are!
Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean. Here's the situation: I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator and the disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time. Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all the prompts until I am ready to punch someone. I am still told by a disembodied voice that the offices are closed. I try another number. This time, I reach a computer voice. Computer: "I'll try and help you. Tell me in your own words what you want." Me: "Toll free service." Computer: "I'm sorry. I did not understand. Let me tell you what services we offer?" Me: "I want a person" Computer: "Tell me, in your own words, what you want." Me: "Toll free service!" Computer: "I am sorry. I do not understand what you want." Me: (screaming) "I want a person." Computer: "I am sorry. I?" SLAM!!!! I call 00 in frustration. "Operator!!" Operator: "How can I help?" Me: "I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?" Operator: "I am sorry you are having problems. You can talk to a supervisor." Supervisor: "Can I help you?" Me: (heatedly) "I want to ask about a toll free number. I have dialed three numbers and cannot get in. It says the offices open at 7am and now it's almost 8am EST!" Supervisor: "Oh, sometimes they forget to turn off that message so the phones can ring through. We have to call and tell them." Me: (incredulously) "You mean the PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!" Supervisor: (calmly) "I am sorry. Let me give you a different number than the one you have been calling. You need to call the office for AT&T 1-800 Easy Reach. "Easy Reach?!??!?" Who are they trying to kid! I call this "Impossible to Reach". Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer. There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they realized that due to the configuration in a few of their terminals, to quote such a time was almost impossible. They dropped the campaign even though it would have been true in MOST of their sites. Branding Lesson #2: Your business sets up an expectation. If you don't deliver for yourself - how can you deliver for the customer? A phone company that doesn't answer the phones is a scary thought. We'd expect it of any other business, but the phone company!! If you own a paint store and your store is in sorry need of paint, what does that say? If the waiters in a restaurant cannot tell you about food on the menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you? Branding Lesson #3: The past never counts. The present creates the brand. It is the actual in-the-moment experience that creates a brand in a customer's eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am convinced the very best, most unique, most competitive maker of a "brand" is the well-trained, empowered employee who can disregard systems and procedures in order to continue a human interaction. As more organizations substitute technology for people, the company that answers its own phone and get humans connected in short order will win the day. About The Author Eileen McDargh is founder of McDargh Communications, a consulting and training company specializing in inner and interpersonal skill development for the purpose of improving the life of a business and the business of life. Visit Eileen at http://www.EileenMcDargh.com or www.theresilientspirit.com. © 2003, McDargh Communications. All rights reserved. Reprints are appreciated and must include byline, contact information and copyright.
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Don't Overlook Your Email When Considering Your Brand Identity You wouldn't skip letterhead when sending out a sales letter - Or would you?How many emails do you send each day? If you are anything like me, you probably send hundreds of emails for every one print letter. Most businesses use letterhead for their print correspondence but miss out on extending their branding to virtual communications. The Top 10 Strategies for the Positioning of Success Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. 12 Ways to Reduce Postage 1. Never send a letter that weighs less than 30 gms. Introduction to A Branded World: Adventures in Public Relations and the Creation Of Superbrands You'd have to labor to shield yourself from the power of Branding; it's hard to avoid it in today's business and social climate. Even in the backwoods of very, very small-town America, you couldn't emancipate yourself from the in-your- face concepts of Branding messages from all over the world. Internet Branding Having been in the franchising business all my life and understanding how hard it is to build a brand, I have probably read every other popular book on the subject. Some are good and most are excellent, as each one helps give you ideas on setting the stage for your brand marketing objectives. Speech on Branding from a Franchisor Founder I was asked today by a group of students; What do you feel is the best way to build brand name and why? And what significance do you feel are relevant to a strong corporate identity?Well obviously this is a group of marketing students. And it almost sounded as if I was being tested on an essay question. Not So Stationary Stationery The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to meet the needs of today's business. Value-pricing Strategy: Were not The Cheapest but... In this highly competitive online marketplace, it can be difficult to persuade customers to buy from you when you offer a similar product to your opposition but with a higher price tag. And trying to beat competitors on price alone is a cut-throat business, very risky and not recommended. New Uniforms Could be the Gold Charm for the Golden Arches New designer uniforms could be the gold charm McDonald's needs to connect their new hip marketing campaign to their fast-food restaurants. This possible gold charm for the fast-food chain has the ability to let the actual fast-food restaurants reflect the image they are portraying in their advertisement campaign. Corporate Logo Design - 6 Keys to Success A corporate logo design should be highly instrumental in building your corporate identity and should successfully exude the company's attitude. The viewers must have some idea about the disposition, character, or fundamental values of your company through your logo. Fast Forwarding Your Business If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business, and that's as true for a one person home-based operation as it is for a multinational conglomerate. Putting You and Your Company in Position to Own Your Market Americans have always liked their coffee hot. But then Starbucks made hot coffee desirable, in demand, and extraordinarily profitable. Brand Positioning - Brand Image That cross-trainer you're wearing -- one look at the distinctive swoosh on the side tells everyone who's got you branded. That coffee travel mug you're carrying -- ah, you're a Starbucks woman! Your T-shirt with the distinctive Champion "C" on the sleeve, the blue jeans with the prominent Levi's rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker's symbol crafted into the end . Brand Value Plan - Brand Identity Guru Developing brand value is critical to every organization and when professionally executed, delivers a clear and measurable competitive advantage to your firm. It does so by helping you establish a positive connection and value-relationship with your customer, which, over time, will build brand equity and increase brand value. Brand Identity Company - Brand Identity Guru Hiring a brand identity company is very important. In every marketing campaign, your company should have a solid brand identity on which to hang its hat. Extreme Makeover - Small Business Edition Have you ever watched one of those home makeover shows? You know the scenario. The homeowners have decorated or remodeled their house all by themselves. My First Year In Cyber Space My first year as a Cyberpreneur was a steeplearning-curve. I was an academic beforestarting an online business, so I had a lot to learn. Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2) Make A Bold Promise Then Back It Up With An Awesome GuaranteeOnce you know what problem you, your service or your business can solve or what genuine benefit you can deliver then guarantee it!A bold promise backed up with an awesome guarantee:* Enables You To Significantly Raise Your Price* Gives You A Genuine Differentiator* Increases Sales and Commitment* Demonstrates Rock-Solid Certainty In Your Abilities - People Find This Confidence Very AttractiveIf you don't currently guarantee what you do then I bet it's down to one of these three things.. Franchising is Virtually Fraud Free The number of complaints to the Federal Trade Commission on Franchising do not indicate ramped fraud in the franchising sector. The FTC before Congress gave a report showing that the number of complaints was fewer than one tenth of one percent, lower than any other industry. Trademark: Do I Need One for My Business Name and Logo? Wondering if a trademark is important to you as a business owner? Let's start with the basics. A trademark is a word, phrase, symbol, or logo that distinguishes and identifies the source of goods of one company or person from another.
|
| home | site map |
| © 2006 |
