Your People Are Your Brand

The headline pretty much says it. And it's not a new finding. But sometimes, we all need reminders on what branding is, what it isn't and why it matters.

Your business can have the best advertising strategy, logo, website and packaging in the universe. Your product might be great. And if you have a product or service that truly is one-of-a-kind, something we can't get elsewhere or as good as yours, you're fortunate.

But what if you provide something that people CAN get elsewhere? What if yours is average or just about the same as theirs, and your pricing is about the same, too? That's typically when your people become the brand differentiation that matters.

Think of any such product or service you use. Why do you continue to choose it? It's about the people. We can call it "customer experience" or "service" in marketing chats. But who usually provides that service or experience? Human beings.

A product or service can be exceptional when there's no direct human interaction. (I started buying Harry's razors online/via mail delivery because they filled a gap I thought was fun to fill. Gillette and Unilever offer their own version of the same service currently, but I stick with Harry's for simplicity. They haven't messed up yet. :>)

But in many, many cases, it's your people. Whether they are the college professors delivering the college's actual product/service to students; the doctor within a practice or system; or the IT support specialists who make or break customer satisfaction and trust. After the initial "sell" on the marketing version of your brand, it is only about the people you hire, keep, combined with the quality of the product/service. (In the Harry's example above, its still people fulfilling the orders, and delivering the mail, anyway.)

Here are some simple examples from my own life from all sectors.

• I used to be a personal training client at a health club. I loved the place, but mostly because of the trainer and the front desk guy. When they left, I didn't get the same vibe from the new people. They're fine. But.... I don't train there anymore. That's a lot of cash they are losing if more people than me stopped training, too.
• A year ago, I discovered a new bar/restaurant. I began hanging out there many Fridays at happy hour, for a quick appetizer before dinner and a cold craft beer. I'd brag to friends about how great the place was. I felt at home. Then one of the main bartenders left for a different job. I realized that more than half of my enjoyment was because of that person's ability to connect with me and other customers. I now go only occasionally.
• When I bought printing services for large organizations, most printing shops offered, well, the same thing and ALWAYS similar prices. Why did I only use the two places? Because their sales reps were terrific! They knew how to connect, how not to over-sell, how to be friendly and mean it. And that it was a relationship over time.
• Fast food doesn't usually bring the best customer service. I don't expect it to. But I found a location that did. I only bought coffee, occasional breakfast things there, or a salad... but I knew the manager (who was exceptional, as were his staff under him) and every experience was top-notch. He got a new assignment. The new manager doesn't have the leadership ability the other guy had, and quality took a nosedive. I don't go there anymore.
• I'm about to stop my subscription to a fairly expensive software provider. Why? Because the people who pick up the phone and answer (if they answer) emails either don't do that well, or are not trained by someone above them to do it better.

Big brands, small brands, in between. Pay attention to your people and bring on the best, no matter what industry you may be in. They are the company in our eyes. If you don't have an exclusive offering no one else has, we can...and will... go elsewhere. No matter how much you paid to develop "the brand," or how cool or award-winning the logo and packaging are.

John Senall is an integrated marketing communications consultant, digital strategist and the founder of Mobile First Media, LLC. Contact 716-361-9124 or email [email protected] to discuss your next project or opportunity. This blog may be copied or shared freely with any company you deal with not delivering the customer experience you deserve! Don't expect a reply back, though. Just sayin'. ;>)

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