how the staff at Southwest Airlines dress? Notice how friendly
and energetic they are? Wouldn't you be in a better mood if
you had to run around all day and the company uniform was
sneakers and shorts?
what if the people surrounding you were chosen for their personality
skills as opposed to their computer terminal or baggage handling
experience? It's not just about getting from A to B as cheaply
as possible! It's about being treated right.
a future issue we will show you how to quantitatively measure and
rank all your brand touch points. But it doesn't take a lot of analysis
to realize that your own employers are major brand touch points.
And some a lot more than others.
is an important fact about human personality and branding:
Employees are creatures of their environment
you have delivery people or uniformed service people then it is
obvious. You can control your brand right down to the buttons on
their jackets. But what about the typical high tech company?
with your customer service department. Does it look and feel like
your brand? I've told many a group that the next time I am VP Marketing
or Branding, I am going to start here. Supply them all with company
shirts, hats, coffee cups, pens, mouse pads and posters. Right after
they all are handed their own personal business cards that I'll
encourage them to include with any shipment or letter. After all,
they are in reality often the face of your brand.
take a minute to look at an interesting example from that staple
sustenance company for late night workers everywhere. Ok, so you
don't know? Bet you can taste Taco Bell, KFC or Pizza Hut as soon
as I mention them. They all have the same parent and the same MIS
support teams at Yum! Brands (what a great name that is!) They all
have similar mission-critical cash register and telecommunications
needs running off the same platforms, and none of them have technology
support people in any of their thousands of outlets. From an MIS
point of view, it makes little or no difference whether they are
selling tacos or chicken wings or pizza slices.
if you visit their technology support centers, one support room
feels like Taco Bell. Purple bells, hats, banners, and Mexican themes.
The next support room has red and white tablecloths, pizza posters,
and square flat box décor everywhere in the hut. And, of course,
the third support area looks like a welcome party for the Colonel
himself. Good employee immersion! Great empathy entwined with their
business and the reality of being at the other end of serving customers.
It makes them look, feel and act like the employees out in the field,
so they can really be on the right wave length.
your tech support is outsourced to Asia how are you going to rise
to this challenge? We don't know the answer to that one offhand.
But if it is local, then make sure, as a bare minimum, that when
you order those nice polo shirts for the tradeshow marketing team,
you also order one each for everyone in tech support. And present
them before the show, before the press release, before the first
analyst or beta user calls for help.
of this article is an extract from Brighter Branding: Branding
for the Average Propeller Head. Please see www.FodenPress.com]