The word “brand” is a marketing term that is often used but often misunderstood. While there is much debate about terminology and meaning, there is one thing that all marketers can agree on: A brand is more than just a logo.
Branding is perhaps one of the most complicated facets of marketing because it can be difficult to identify where a logo or slogan ends and the brand begins. Adding to the complexity is the fact that having a good product simply isn’t enough. I think a brand is the sum of a person’s experience with your company — in other words, how do your customers feel when they leave an interaction with your company? When one of your technicians visits a client’s home or business, how does the client feel when they leave? Do they feel like their home was respected and cared for during the service call? Do your customers hang up with your customer service team feeling like they were heard and received the help they needed, or were they left feeling frustrated and misunderstood?
How does you company create, nurture, and in some cases, change, its brand?
Moments of Truth
Often, the marketing department is viewed as the sole source of branding for a company. Not true — every department and every employee is responsible for branding. When it comes to branding, it is important to remember that, unlike those of us who are involved in the day-to-day operations of a company, the customer does not see departments — they only see one brand. One bad experience with a single staff member can spoil positive branding in an instant.
Every customer interaction is a “moment of truth” for your brand. If you call a phone company and the agent you happen to get is rude, it is likely that you would generalize that “Company X is a real pain to work with.” Make sure your corporate culture is one that supports your employees so that they will become brand advocates who will represent your brand in those moments of truth to create a positive experience for customers.
Touchpoints
There also is a branding opportunity within every single touchpoint a customer has with your staff, products, services and even your marketing programs. One of the biggest touchpoints is the products themselves. If you provide a reliable product, performance is a no-brainer when it comes to positive touchpoints with a customer, but it does not stop there.
These touchpoints will continue if you have a plan for after you get a new client and install their security system. Do you abandon your customers or do you stay connected with them? Ongoing engagement is a critical component of good branding. A courtesy phone call (not a sales call) every few months to check in with your customers does wonders for maintaining top-of-mind awareness for your brand while sending the message that you care about your customers.
Other touchpoints go back to basic business operations. Are your hold times reasonable? Are your invoices sent correctly and on time? Do you offer flexible installation times and are your technicians on time for their appointments? These are all ways that serve to help build and maintain your brand.
Building a brand is something that happens over time, and there must be continued focus on making sure your brand remains in good favor with your customers. You cannot just build a brand and walk away — there is no end date when it comes to branding.
Consistency in your products and services, authenticity in your staff, and positive interactions at every touchpoint will support your branding efforts and ultimately create trust between you and customers. After all, trust is the building block for return customers.
Kim Garcia is Director of Marketing for PSA Security Network. To request more info about PSA, please visit www.securityinfowatch.com/10214742.