Most clients believe that the success of their brand lies primarily on the shoulders of their marketing department and/or agency. They’re the folks who build the positioning, messaging, look and feel, creative and social media strategy, etc., so why shouldn’t they be held accountable as keepers of the brand?
Sure, we marketing types can help get a new brand on its feet or stake out territory for a brand redirection. But ensuring that a brand sustains itself and lives up to what it stands for is mostly out of our hands. Here’s why.
My Dear Wife (DW) occasionally shops at a department store renowned for its exceptional service. Stories abound of this retailer going above and beyond normal expectations to ensure that their customers are not just satisfied but delighted with their shopping experience. In recent months, DW encountered the following on separate visits:
- After waiting at the makeup counter for nearly 15 minutes, DW finally made it to the front of the line to be served. As she was about to speak to the salesperson, another customer rushed up and asked to see a sample located at the far end of the counter. When the salesperson turned her attention to the new customer, DW protested. The salesperson replied, “Sorry, she’s a friend of mine. I’ll get back to you as soon as I’m done with her.”
- In the shoe department, when DW inquired whether a certain style was available in her size, the salesperson disappeared into the backroom, but came back empty-handed. When DW asked if any of the store’s other locations might have her size, the salesperson told her he would call and check. After 10 minutes of waiting, and no sign of the salesperson, DW asked another store associate where her salesperson might be. She was told that his shift had ended and he had gone home.
- When DW was in the children’s department making a purchase, she asked the salesperson if it was possible to return a dress she was carrying at the time at the children’s register. The salesperson told her that of course it was possible, but the women’s department was just a short ride up the escalator, and was there a reason why she couldn’t just return the dress herself there?
You get the idea. What’s troubling in this instance is that for this company, unparalleled customer service is what the brand is—or was—founded on.
The truth is that the essence of a brand is not found in its marketing. It’s in the touch points between you and your customers and the experiences that take place in those instances. As a result, the people who have direct contact with customers have a tremendous responsibility to uphold the brand values. And it is the responsibility of the corporate office to make sure frontline people understand this and are trained (perhaps even compensated) accordingly.
In a recent review for a leading automobile publication, it was noted by reviewers that a car being tested seemed to have notable quality control issues. For instance, the windshield wipers had an alarming tendency to fly off when the car was at speed. Also the fuel filler door was ill-fitting and wouldn’t close properly. These are serious problems for even the cheapest car brand. The fact that these occurred on a German brand synonymous for luxury and precision, and on a model that started at $90,000, is head-slapping inexcusable.
Branding campaigns help announce, define, and illustrate what a brand stands for, but they don’t create those qualities. It’s up to the bearers of the brand to ensure that they can deliver on those qualities through their products or services. It’s hard enough for any business to succeed against aggressive competitors, tough economic conditions, and other external factors beyond control. But it’s even more of an uphill battle when your own workforce prevents you from living up to the principles and hard-won equity you’ve built your brand on.
Your brand is ultimately carried out by salespeople, service reps, engineers, assembly workers, and others who create or supply your product or service. The more your people understand and support what your brand stands for, the more believable your brand message will be.