|
Author: Scott D. White Article source: http://www.thewebtrafficco.com/. Used with author's permission.
Branding Today
Have you ever had a good brand experience? How about a bad brand experience? Is there a difference in your mind? How many people do you tell about a positive brand experience? How about for a poor brand experience?
One poor brand experience will not destroy a firm. One poor brand experience per day, however, can ruin a company in the long run for sure. It's really easy math. If one person receives a poor experience with a brand, they might tell 10 people. At 365 days a year that's over 4000 people per year. Yikes! Not good at all.
So, how can your employees protect your brand everyday?
It all depends on delivering your internal brand and training. Not only do you have to train employees on customer service issues but also they must know how to deal with a customer that is upset or has a problem.
Let me give you an example. I purchased some artwork on a Carnival Cruise. Upon purchase from the vendor (not from Carnival Cruise itself) I requested custom frames. The vendor, Park West took my order and informed me that it would be 6-8 weeks for delivery.
10 weeks later I called Park West. They told me it shipped. I received my artwork 3 weeks late. I was so excited and I ripped the packaging away only to find they did not put on the custom frames. I waited 10 weeks for nothing.
I called Park West immediately. Guess what? I was going to have to wait another 6-8 weeks for the correct replacement. I asked for a refund and a pick up of the incorrect artwork. They denied me and said it was a final sale.
I called my credit card company. Guess what? The charge went through my Carnival Cruise account. I called them. Guess what? They would not help me, as it's a third party vendor. This is a third party vendor that Carnival Cruise has partnered with.
Did I mention that this was my 19th Carnival Cruise?
Long story short I had to pay to ship my artwork back and my credit card company took care of me.
I will never take another Carnival Cruise again.
How could Carnival save itself from losing me as a customer? It's really quite simple. Ultimately because the charge went through Carnival they needed to take responsibility. They should have said you're a valued guest and we will credit you immediately. At that point I'm thinking wow, Carnival is even better than I thought. But instead I'm writing this article and never ever going on another cruise with them.
Carnival could have saved the brand. If they had gone the extra mile to put themselves in my shoes, I would have had a positive brand experience. I would have used Carnival again, and I would have probably told everyone I know how great there service was.
Developing a proper internal brand strategy and training is the key to delivering a positive brand experience. Don't make stupid mistakes with your brand.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today. Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.
Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Clutter Crisis?
Clutter costs you time, money, space, and peace of mind. Most of us complain about our cluttered desks, closets, bedrooms, kitchens, attics, basements, and eve...
The Indie Author Revolution
The grass-roots alternative movement that shook the music industry in the 1990's is being mirrored today in the book publishing world by the efforts of authors ...
The Benefits of Hawthorn Berry
An article discussing the benefits of the Hawthorn Berry.
Truth or Consequence
Why do you believe what you believe? Is there any truth in it?
The Path to a Peaceful Soul and a Successful Relationship
Are you having a difficult time creating successful relationships? For many, the problem begins with themselves. These are the 9 steps to think about that can h...
Your Online Personal Ad- Write For Success!
Where are all the good men/women? You go to parties, sign up for various activities and ask friends and family if they know anyone they can introduce you to. Ye...
Marketing In The Moment (Consciously)
It's really all we have... the "Moment". Think about it, the past is only a memory and the future is a speculation. The "Moment" is where it all happens. If we ...
Gentleness
The articles are aimed at giving people a weekly focus on something other than the mundane and routine. Something more spiritual and pertinent to the real issu...
How to Plan a Vacations of the Mind
Part 1 Recently, in a women's therapy group that I run, the desire for fun and a change of pace over took me. I suggested that we deviate from some of our typic...
Improve Your Health and Fitness- Go Caveman!
Find out how to become healthier and happier by thinking like a cave man! A must-read article for people wishing to make a permanent change to become healthier...
Whats The Shelf Life Of Your Marketing?
Discover how to keep your marketing fresh in your prospect's minds so they think of you when they're ready to make a purchase.
Living with Chronic Illness & Disorders: Are You a Survivor?
As time progressed, I began losing balance & coordination; and even dropped everyday household items such as glasses, keys, and other things as well...
Traffic Building - Understanding the Basics
So, you've spent hundreds of thousands on a state-of-the-art website. Your client is happy, and your hard work has paid off. The site goes live and the telesale...
Trading Timeframes
Long Term, Short Term or Day Trading. Which trading timeframe suits your personality?
Internet Profits Revealed: The Simple Philosophy that Works
Real success online, before anything else, can be attributed to a certain philosphy, a mindset if you will, that separates the men from the boys, and small bank...
MLM Success Training - The Power of MLM Tools to Duplicate Your MLM Business
What is the REAL Secret to Network Marketing duplication? TOOLS! It is NOT about tlanet, but tools! Read on!
More Water, Not Less, Will Help End Bedwetting
Child Psychologist Graham Jones argues that you can end bedwetting if you get your child to drink more, not less...
Musical Improvisation Basics - Four Strategies For Playing Wrong Notes
While it probably doesn't seem like this would help - let's face it - if you are unwilling to play a lot of wrong notes, you're never going to learn how to do a...
What Does This Inexplicable Tutor Want?
The article provides useful tips on how to complete several types of term papers, explaining what requirements the tutor sets. Article provides a reader with in...
Wholesale Aroma Therapy: How To Find The Best Wholesale Aroma Therapy Deals For EBay
Wholesale aroma therapy can be a great product line for eBay.
Difficult Customers - Theres No Such Thing
There are actually very few genuinely difficult customers in
the world. And I hear you say - "we've got all of them".
However the majority of customers in the w...
The Benefits of Steel Storage Buildings
Steel is gaining in popularity as a building material due to the many options it offers, its strength, and its affordability. Steel storage buildings are one ...
Buying A Home After Bankruptcy - When Is It Smart To Buy?
Here are some points to consider when wondering when a good time is to purchase a home after bankruptcy.
Create An Article Reference Box That Calls To Readers
With less than five lines to play with, an article reference
box needs to be creative, tight, and include just the right
mix of information that gets the reader...
|
Print this page