Your Logo is NOT Your Brand!
Graham Harvey CSP
Service Leadership: Coaching service leaders and their teams to design cultures of service excellence, and to deliver standout customer experiences that delight every customer ... every time!
The origin of branding goes back to Sweden in the middle ages when the ruling economy was predominantly agrarian, and in order to signify ownership of individual animals, a distinctive symbol was burnt into the hide of a villager’s livestock.
In more modern times, brand has evolved to mean the unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and/or service and thereby differentiating it from its competitors.
However, as business has continued to evolve from commodity, to product, to service, and now experience, so has the meaning of brand.
Whilst logos, taglines, colours, packaging and other product and service distinguishing features and benefits all remain integral to defining a businesses’ presence in the marketplace, they pale in significance when compared to the number one driver of brand.
Your brand is what your customers are saying about you when you are not around, when your back is turned, or you have left the room. It’s the 'word on the street' ... and it is compiled and defined by those who have personally experienced doing business with you.
In short … CUSTOMER EXPERIENCE is your BRAND!
And remember, from previous newsletters, ‘a standout customer experience is a combination of everything your customer sees, hears, smells, tastes, touches, and how they emotionally and viscerally feel and connect with your people, and your product or service offerings.’
Your brand is quite simply a narrative, a story your customer’s share with others.
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Underpinning the experience your customers receive, is of course, the service your business delivers. That begs the question, what determines the quality of the service delivered?
The answer? Sadly, for most businesses, service happens by default. For great businesses, it happens by design … the end product of a meticulous, rigorous and creative design process.
Most people have no problem in understanding that great products are the result of great design. Very few stop to apply the same logic to understanding that great customer experiences are also the result of great design.
Here in lies the reason why most service is mediocre at best. It’s average, ho-hum, and in many cases second-rate, purely because it is left to chance. It mostly happens by default … rarely by design.
Can you afford to leave your company’s brand to chance?
I didn't think so!
#ServiceLeadership #ServiceMindset #ServiceExcellence #CustomerExperience #WhoServesWins #Design!Deliver!Delight!
?? ICT Practitioner & Trainer | ?Helping people and businesses to thrive in the digital economy?
2 周We'll put Graham Harvey CSP. Sadly in the excitement of a new start or desperation of a rebranding, shiny things are so much more interesting than rolling up your sleeves and doing the hard yards. As Jeff Bezos, is quoted as saying, “Your brand is what people say about you when you're not in the room" Other than designers I don't here a lot of people talking about logos.
General Manager Semi Retired
3 周I have had to deal with this misconception so many, many times