Quality is key to assuring successful branding

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We have all had an experience where we have either purchased a defective product or received very poor service.

For most of us when we’ve complained to management, our complaints have fallen on deaf ears despite the fact of slogans stating that customers came first or that quality was the primary objective of the company.

Corporate branding will not be successful if the company or manufacture does not back it up with great customer service and quality. The most valuable asset a company has is it’s customers. Therefore, employees have to be well trained in meeting the customer’s needs and representing the corporate brand. This is particularly important for service organizations, which do not have a concrete product, but rather soft assets such as knowledge, experience, and people.

When employees fail to deliver the brand, they immediately relay the message that the customer does not matter and their business is not appreciated. If you do not think this isn’t a problem, then consider this: You are displeased with your service, and you tell 6 of your co-workers about the poor service you receive. These individuals then tell 6 of their friends, and so on. When you add in the number of websites, and blogs where you can inform countless individuals of your displeasure—you can quickly see how word of mouth can destroy a company. On the other hand, employees who represent the brand immaculately and dependably can increase profits for that business.

Branding: The Sum of All Its Parts

Branding is not completely about your logo, slogan, or seasonal catalog. A recognizable and strong brand is a combination of several components, including customer service, communication, corporate philosophy, and marketing. If any one of these components is flawed, then your customers will become dissatisfied, creating a negative effect on your business. Each part of your branding depends strongly on the other, customer service, communication between employees, customers and clients, corporate philosophy and marking all have to work in harmony with each other.

When you have brand consistency throughout the corporation, the company will grow and prosper. Strong brands mean that the company is suited to attract and retain good quality employees, who in turn will attract and retain a strong customer base. Vendors then recognize the customer demand for your produce and establish stronger partnerships with your company, making your corporate branding stronger.

Because your employees are one of the most important assists to your company, here are a few steps that will help to ensure they represent your brand in the best possible way.

Maintain Brand Consistency:

Brand consistency is often the very first step that unravels. Consistency is important in all aspects of your organization. Therefore, you must establish checks and balances for every portion of your business that requires interaction with customers as well as with the general public. You must ensure that every employee is allowed to identify and address any and all inconsistencies within your brand. It only takes a very few displeased customers before your brand and company begin to loss profit.

The Best Way to lead is by Example:

If your brand and corporation are seen as one, and you go back on your promise, your brand and/ or sales will suffer. When a company or retail chain states, that they value their customer, yet, their actions prove otherwise, the band and subsequently the corporation fails.

Implement Brand Guidelines:

To guarantee brand consistency, your must establish a framework or set guidelines for all to follow. These are not corporate identity guidelines, but brand guidelines, which announce the company's position on core values, the measurement of success and processes for handling customer issues as well as customer feedback. An early pioneer of this concept was Federal Express, who utilized an Internet-based program that outlined the company's brand guidelines. Their comprehensive approach provided employees complete guidelines from graphic standards to the use of the company logo. It also demonstrated how cultural differences can and will affect brand for global companies. When you establish brand guidelines, you leave no margin for error, and you also help maintain consistency throughout the corporation.

Understand and Address Cultural Differences:

We are truly becoming a global economy especially with all the advancements, which have been made in technology, communications, and the Internet. Therefore, you must always consider cultural differences when creating a brand, especially when your business has international reach. Such things as American words and phrases may not translate well in another country. The United States for years has been the model, which all other had tried to emulate. However, this isn’t necessarily true today. For this reason it is necessary for corporate brands to have the ability to transcend cultural differences.

When you take the time to build a corporate culture that mirrors your brand, it can extend beyond your marketing efforts. Therefore, inspire and train your employees to respect and represent the brand in all that they do. In addition, you must also examine the consistency of your brand throughout every aspect in your business. By doing so, you will be strengthening your brand as well as positioning your company for success.

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Quality is Key to Assuring Successful Branding