Friday, December 19, 2008
The most important element of your brand
By Mike Lake
I was in my local bank recently making a deposit and was reminded of a key marketing truth that is critical to the success all of us, yet missed by most.
That day, I opted out of using the drive-through since there were three cars lined up waiting in both open lanes. As I entered the bank and took a first glance at the counter, I felt justified in walking in since there was only one person waiting in line. That assumption, however, proved to be wrong.
As I got in line, I saw that there was only one teller. Without a customer at his window, he was working on his computer, seemingly oblivious to the two of us waiting for him. As one minute grew to two, then five, I started… imagining what possibly could have been on his monitor that so captured his attention that he couldn’t even look up or acknowledge his two patiently waiting customers. Was it the checkout screen at Amazon? His Twitter page? The details of a nearby one bedroom duplex on apartments.com? Perhaps it was the recent job posts at monster.com.
I looked around the bank. I saw a partially finished Christmas display; worn and tired carpet, drapes and walls; and signs for their mortgage services that were as uninspired as the teller’s enthusiasm for his waiting customers. On the other side, drowned out under the Barry Manlow muzak were the murmurs of sullen higher-ups at rows of cheap wooden desks, on the phone and chatting with each other. “HEY, ANY OF YOU KNOW HOW TO TAKE DEPOSITS?” I felt like screaming.
At that moment, I thought about that bank’s brand. I thought about their expensive commercials, ubiquitous newspaper advertisements and the miriad of local sponsorships and donations made to bolster their community awareness. The only thing influencing my opinion of this brand, however, was their interior, staff and that lone teller. Hopefully, he’s finally on the Amazon purchase confirmation page!
Branding is supposed to be colors, fonts, logos and all the material your company produces to tell the world how great you are, right? After all, that’s all the stuff your marketing people or agency work on. It’s what you spend your money on. But there is a far more important element that defines your brand that few people ever consider: The product or service you offer your customers. It’s the experience people gain or feel when using your product or service.
We all know that word of mouth advertising is the most potent force driving someone to consider you, right? And while there are books written on how to “create” and “grow” word of mouth advertising, there is only one way: A customer experience that creates stark raving fans.
So the next time you are asking yourself or your marketing people how to better promote your brand. And the next time you are evaluating your media budget trying to calculate your ROI, take a walk through your lobby. Take a deep breath, look around and get a real sense of your brand.
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