When my daughter was about 8 months old we received 5 Disney books in the mail. What a great idea I thought.

I relate to this shameless promotion by Disney in two ways.

1)   I wish my daughter could grow up in ‘logo free / brand free’ world. However, although I think this is unobtainable in today’s society (while living in a city anyway) it would be a  wonderful place. Kids could grow up just being themselves without having to be pressured to belong to ‘the cool and most popular brand tribe’ of that moment.

2)   As a branding expert, what Disney did is brilliant marketing. By offsetting the cost of a few books in exchange for many years (if not a life time) of loyalty to Disney, the kids would buy Disney DVD’s, toys and apply consistent pressure to their parent to take them to Disney World etc. in the future.

Fast forward 8 months.

My wife got a call from Disney saying that they never received their payment for the books. My wife was confused. What payment? The lady explained that the books came with a payment slip and we were due to have paid for them or have returned them several months ago. She asked that we either pay it now or return them. My wife refused both requests. Why on earth would we pay for postage and packaging for a product that we never requested in the first place. The lady on the phone was nice and polite and eventually she suggested that we donated the books to the library. Again, a brilliant strategic move, now many kids can enjoy / become hooked on the wonders of Disney.

Brands are built on a collective experience of a certain company or product. Disney’s brand is that they ‘deliver magic’ and people’s experience of them is fun. After this episode our experience of Disney has shifted. They are cheeky & advantageous–causing frustration, confusion and wasting our time, (especially as my wife is a good citizen and actually followed through and took the books to the library).

Will this experience prevent me from ever interacting with their products again – no, probably not. However it has left a bad taste in my mouth. Like any reputation, once tarnished it takes something extra special, sometimes something extraordinary to make up for the initial disappointment. Maybe this post will trigger a response from someone at Disney. I will wait and see ‘if the magic comes my way’.

The lesson here is to be consistent. Don’t try to be sneaky or try to get away with something that is slightly ‘off brand’. Your customers are intelligent consumers and will notice when what they have come to rely on is not being delivered in the way that they now demand.

Many shopping malls have had mall directories since they opened. For the last few years the larger ones have had mall directories that are printed as a brochure that you can take with you. What great customer service that is as it helps to eliminate the frustration that comes with being lost (unless you’re the type of person who can’t read maps very well).

I have  found myself (as I am sure you have) on many occasions searching up and down aisles for an attendant, desperately requiring help to find a product & for advice. The other day I went into The Home Depot and was greeted by a lovely lady, welcoming me and offering a Store Directory. What a fantastic idea to enable me just to proceed to the aisle I  required.

However, as much as I appreciate this, I can’t help being a little skeptical in their intentions for doing so. Maybe, just maybe, if companies like The Home Depot hand out Store Directories making their customers more independent then they won’t need to hire as many staff. As a result there will be nobody around to give me assistance when I  DO need it.

As I said, “maybe, just maybe”.

Ensuring that every contact point for your company delivers the same consistent message can be a lot of work. But that extra effort can contribute to a very successful brand experience.

I was heading home today and grabbed an umbrella from work, it was new and I hadn’t had the pleasure of using it before. It was branded with the HSBC logo. I was impressed by the handle. It was not your usual basic crappy handle. It was sturdy and ergonomically shaped. It got me thinking about how even a small item like an umbrella is an important extension of your brand. As the umbrella was a quality and sturdy product that seemed like it could be trusted to protect me on a windy stormy night, these qualities were transferred to how I related to HSBC as a company. As a bank, being known as trust worthy, reliable and confident are great attributes.

In essence, be considerate about how your different customer contact points reflect your company. Sometimes it pays not to buy the cheapest.

This is a ‘mock’ ad I made for McDonald’s. It uses the familiar sound of the chickadee. It implants subconsciously the familiar sound of the chickadee with the word ‘cheeseburger’. Now every time you hear the bird sing you will automatically think cheeseburgers and by association connect that with McDonald’s. Play the video below. IMPORTANT: Allow the video to fully load before watching.

Brand, customer retention, business development, profit, sustainability, these long-term, big-picture elements of a company can each be built or toppled by day-to-day customer service. Designers can develop a brilliant look for you, marketing strategists can launch brilliant campaigns, and really really smart people can develop fantastically impressive business models, products and service offerings, but if the person on the front line – the person who deals with your customers – drops the ball, he or she can turn a loyal customer into a business-busting, bad-mouthing machine in no time at all. Allow me to illustrate with some stories that I think we can all relate to.

The other day I was at Costco. Eager for my requisite Costco pizza slice, I withdrew $40 from the ATM and lined up at the food court. As I approached the cash register, I put a $20 on the counter and put the other $20 in my wallet. The cashier didn’t seem to notice me. She was busy counting the previous customer’s change. As she scooped up the pile coins and put them into the till, she also scooped up my $20 bill. A moment later, when she asked me for $3 for my order, I explained how she had already taken my money. That’s when she called the supervisor .

Her inclination to report the “incident” made me slightly uncomfortable, but since I was in the right I really just had to stand there and wait to be vindicated by the supervisor. Then I heard the cashier say, “If what the customer is saying is true…”  I quickly interjected, “What I am saying is true.” I’m no thief!

Then the supervisor asked for my Costco ID, “For the record.”

By that point I was frustrated, and a little paranoid about the whole Costco ID thing. Was I going to be black listed? I started to flash back to the last time I had to talk to the police. I sounded so guilty, I hadn’t done anything wrong then either but I might as well have. I even started to doubt my self. Was I going crazy? Did I really give her the $20 bill? I had to check my wallet to make sure there was only one $20 bill in there and not two. Of course there weren’t two. I watched her scoop up the $20. It was right there in her till.

Even though I got my order and finally my change from the $20, I was frustrated.

Had I left right then, I would have been angry and I probably would have complained to anyone who would  listen for the rest of the day. Instead, I decided to change the direction of things. I decided to talk to their manager.

I explained that I’d had a negative interaction with two of the customer service staff. On some level, I sincerely hoped they could learn and grow from our experience, and on another level I really just wanted him to know I was… unhappy with the service I received.

I explained what happened and said that in my opinion the cashier who served me need not have rushed so much, though I understood that it was busy,. I said that her comment about “if what the customer is saying is true…” was way out of line and that it made it seem as though Costco’s policy was “the customer is guilty until proven otherwise”. I also suggested it would have made a difference if the supervisor had explained in detail why he wanted my Costco ID.

The manager was great. He listened. He didn’t make any excuses. He thanked me for the feedback and genuinely apologized . As a result, he sent me on my way feeling I had been heard and feeling a lot less frustrated.

The moral of the story is that you can spend years building a strong brand for your company and it can be demolished within seconds if your customers experience bad service from your staff. On the flip side, an apologetic and authentic manager can do wonders to restore brand loyalty (if a customer gives them the opportunity).

Ultimately, it is up to you to hire well and to train your staff to provide the kind of customer service your brand, your business and your customers demand. Inspire your team to want to deliver good customer service (even if they are having a bad day) and manage people to ensure that they deliver the required customer experience consistently.

Train your managers to listen, to be genuine about the customer’s concerns and to always work to relieve their concerns. Managers should NEVER make excuses for their staff. Frustrated customers don’t want or need to hear excuses and ultimately managers should know that they are there to defend and maintain the brand, not the poorly performing customer service staff.

Often, people don’t need to hear much more than “I’m sorry that you had that experience, we will rectify that situation immediately, and thank you for taking the time to give us the feedback. It takes commitment on your part and we appreciate that”.  The old phrase ‘A little goes a long way’ is very appropriate when it comes to customer service, and brand integrity.

Of course, if the situation deserves it, managers could offer a gift card or some other type of compensation to a customer who has received poor service. It is amazing how quickly a small gesture can rebuild a customer’s loyalty. And if you are able to obtain the customer’s address, send them a follow up letter thanking them for their time, and update them on any changes you have made based on their feedback.

Customer service has never been more important than in today’s tight economic times. Businesses are fighting to keep customers loyal. At the same time, the amount of people looking for jobs has increased substantially. Teens are competing with 50-somethings, so take the opportunity to hire the people who are going to best represent your brand to your customers. Manage them well. And train your managers to respond appropriately when your customers tell them what they think you are doing right, and what you could do better.

Now, allow me to tell you a little story about exceptional customer service to highlight the role you can play as a customer to build better businesses. A few months ago I was shopping at Save On Foods and was served by a delightful lady who was probably in her early 50’s. I had my bicycle with me and she enquired into my day and my ride. It was not the usual generic “how are you” that we tend to revert to in Northern America. It was a genuine conversation. We joked, laughed and connected. It was refreshing.

My personal commitment is to  ‘report’ great customer service to managers too. I enjoy seeing the manager’s face when they realize that you are there about a compliment, not a complaint.

In this case, I happily reported that I had received great service from Maggie and that the customer service initiatives they have in place for their staff were clearly working well. As customers, one of the most effective ways that we can demand excellent service, and get more of what we want from a company, is to praise them when they get things right.

As business people and as customers, I believe it is time we take a stand and demand better customer service. Let’s report poor service and let’s celebrate  great service. Let’s tell our friends and colleagues what we are doing and encourage them to do the same. If we want exceptional or even good customer service it is in our hands as customers, as managers, as business owners and as employees to demand this and to be proactive in making it happen.

At the end of the day, customer service is relatively simple, be genuine, be polite, and go beyond the expectation of the customer.

Let’s strive for a community where a $20 bill never disappears again, and where brands everywhere are safe from the destructive forces of disgruntled ex-customers and ex-employees.

We all like to cut financial corners sometimes especially in tight economic times. However, at what point does it start to work against you or even damage your brand image or business?

I will use a company’s business card as an example to tackle this question. What is a cheap business card? Well, if you are only spending $20 (where there has been little if any thought put into the design), then you can consider this cheap.

As a business owner you want the person you are giving a business card to, to have a certain impression of your company. Design, paper choice and the type of printing all add to this impression. For example, if the paper is too flimsy it can communicate that you ‘cheaped-out’, are inexperienced or unprofessional.

If you are a public company or government agency, you will not want to give the impression that you are spending all the investor’s money on ‘fancy’ stationery and design. So you may want to avoid using a really thick paper for your business cards.

Getting your business card to communicate the required experience is a fine balance. It is in your best interest to hire a certified trained professional to bring their years of experience to solving your communication and design problems. A trained graphic designer will understand your required needs and will know how to express them in a way that will resonate with the required target audience communicating the required message.

Where and how you have your card printed also leaves an impression. The worst thing you can do as a business owner is to print your business cards on your own office printer. It communicates that you are not going to make that extra effort to ensure a good client/customer experience and that you ‘cheaped-out’.

I strongly recommend that as the bare minimum you use a company like Clubcard where you can get very good quality cards for a good price. Ideally, hire a printer (or have your graphic designer co-ordinate this on your behalf) where you have total control over colour, paper choice and an array of finishing’s like rounded corners, embossing and different varnishes to mention a few.

First impressions are critical. You want it to be a good one. Ever shook someone’s hand and it was all flimsy (not good,right!). Ever had a rotten first date or met the parents-in-laws for the first time and you called them by the wrong name? First impressions last, sometimes for ever.

To answer the initial question ‘Does a cheap business card cheapen your brand’ I would very loudly say “YES”. As a person’s experience of your company is essentially your brand, if you do economize too much on your business card (or any other area of your company) then, yes, it will cheapen your brand.

As one of people’s first impressions of your company will be your business card, MAKE SURE it’s a good one.

There are four types of customers all with varying degrees of acceptance of change.
1: Early Adopters who are the risk takers. They like to try new things.
2: Pragmatists who are willing to use/try something new but only as a last resort.
3: Conservatives try to avoid anything new.
4: Laggards pride themselves on the fact that they are the last to try anything new.

Personally I am somewhere between an Early Adopter and a Pragmatist, you could say a cautious Early Adopter. Change grabs my attention initially but then in due course I accept it as the way it’s going to be.

An example of this was when I entered McDonald’s the other day to use their washroom. I was surprised by my experience. When I think of McDonald’s I think of yellow arches, the colour red, plastic molded furniture and spotty pubescent teenagers. This restaurant had just undergone a renovation and this time I was greeted by a young lady as she opened the door for me while displaying a smile. The inside was modern, new, bright and clean. The washrooms were spectacular, reflective of a quality restaurant.

As I didn’t eat there I can only presume the food has not seen the same upgrade as the interior (imagine a Big Mac served with silver cutlery and cloth napkins). Here lies the brand problem. The environment is no longer reflective of the cheap commodity food that it is selling. I experienced ‘brand confusion’. It would be the equivalent to eating at an expensive restaurant and the server bringing you your $40 steak to the table in a brown paper bag.

The roll out of McDonald’s new interior across all of its locations will take some time. As some restaurants will have the new look and some the old, this will also add to customers’ brand confusion. That being said, brand confusion will quickly disperse as McDonald’s are not changing their product, only the experience in which customers will consume their product. Customers will still get the same expected meal but can now enjoy it in a nicer environment. This will create a heightened dining experience for the customer.

For some customers accepting brand change can take time, but for the company the end result is worth the wait. With repeat exposure to something new, customer brand confusion or even reluctance will eventually subside and be replaced with acceptance (even for Conservative customers and Laggards).

This acceptance will eventually result in a more positive customer brand experience when compared to eating at McDonalds prior to the new interior renovations.

The identity and stationery reflect the simplicity and design thinking of their own process and design approach. The slice is a reflection of spaces revealed, hinting at how HCMA use space, design and functionality to enhance a site.

Project deliverables: Brand creation, Identity, stationery, website, proposal documents, and office documents.
Role: Art director and designer
Design company: Industrial Brand

As humans we need consistency, we crave it, our lives would spin out of control without it.

Imagine going to work and all your files on your computer are not in the same folders that they were yesterday. You would probably freeze, panic, freak out some more, then call I.T with a look of desperation and hope on your face.

Or, what if suddenly your favourite friendly coffee barista is suddenly rude and short with you, it could leave you confused and probably frustrated or angry.

Imagine looking at your wage stub and suddenly there is 50% less than last month, It would be very off putting and disturbing – to say the least.

This is why businesses strive and add great importance to delivering a consistent experience for their customers.

Go into any popular high street coffee shop and then visit the same store elsewhere in the country or even the world and you will more likely than not have a very similar (if not identical) branded experience. Before you enter you will recognize the logo and exterior design of the coffee shop, it signifies that this is the right place. You are going to get what you are seeking the way you have come to expect it at the price you are use to paying. As you walk through the door you are welcomed by a familiar looking, and smelling interior and are greeted by a barista wearing a familiar looking uniform. The drink names are the same, the pastries are the same, the merchandise they sell is the same. You know what you want and you get it, time and time again. It is easy, stress free and it leaves you feeling satisfied and fulfilled.

You get the point, consistency is important. In fact, when executed well, it is the critical foundation for a successful and profitable brand.

Customers who have a consistent positive experience of your company will return for more. In fact, they will return time and time again. They will become loyal customers and will bring others with them to purchase your product or service, enrolling them to be part of your ‘brand tribe’. Sounds great, and it is, but there is a downside. Customers today can probably purchase your service or product from your competition (especially with the ease of the Internet). Customers are very loyal until something interrupts their experience and then are very willing to jump ship and give their business to your competition. This adds extreme importance and often pressure for your company to ensure that a positive experience is being delivered consistently time and time again, without fail.

And don’t forget about your staff. Brands are built as well as destroyed at the employee level. It pays to keep them, and to keep them happy. Staff retention is very important. A company can spend a lot of money rehiring and retraining a consistent flow of new employees – which can also effect workflow and company moral. Staff, appreciate consistency for all the same reasons as your clients do. Ask your staff what the company can do to enhance their experience as an employee. When people are included they feel like they matter, like they are making a contribution, both will lead to increased loyalty and a happier workforce – which in the end will benefit the bottom line.

Every member of your staff from the janitor to the CEO are equal in the eyes of a successful brand. You could spend hundreds of thousands of dollars on a successful advertising campaign but if someone experiences poor service from the receptionist or agent over the phone, it can cost you the business and erode your brand equity and reputation.
Where in your business are you not delivering the same branded experience?

Consider how and when a customer comes into contact with your company. These ‘contact’ points are called ‘touchpoints’. Are your customers receiving the same branded experience via every touchpoint. If not, question what needs to change, is it a retraining of a staff member, or maybe ensuring that your logo is used exactly the same on all your corporate and marketing materials.

As your business grows or the business environment around you changes certain touchpoints will no longer deliver the required corporate message and branded experience. Simply re-align it. If you are unsure of what needs to change and how, try asking your customers or staff what would work for them, or hire a communication and design company to assist you in the process.

Below is a list of just a few touchpoint categories that you can to look at (in no particular order). As each company or industry has it’s own unique set of touchpoints, you may want to add to this list.

As an example, how does a ‘speech’ deliver your brand message? It could be a public speech, a business presentation or even a speech to university students. Question every detail of that speech, what different elements could leave people with an experience or a judgment of you and your company. For example, the following will leave people with a certain impression: your clothing (could be too casual or too corporate), how you speak (interesting, boring, or even inappropriate), your PowerPoint presentation (is it designed well or is it consistent with your handouts and other corporate materials) to mention just a few. Put on your detective hat and really inspect every touchpoint.

Once you have obtained consistency across every touchpoint your clients will become loyal brand ambassadors, returning for more and more.

At the end of the day, being consistent is an ongoing endeavor and it takes repetition to get a brand message to stick. Often at the point that you are becoming tired of a campaign or message is when it’s starting to have a real effect with its intended audience. Be patient, loyalty takes time to build.

In summary, be consistent, consistent, consistent. Then be consistent some more.

Some touchpoints for you to explore:
SPEECHES
LOGO
EMPLOYEES
PRESENTATIONS
NETWORKING
WORD OF MOUTH
PUBLIC RELATIONS
CIVIC MARKETING
TRADE SHOWS
DIRECT MAIL
SALES PROMOTION
DIGITAL
NEWSLETTERS
BUSINESS FORMS
SIGNAGE
PACKAGING
EXHIBITS
PROPOSALS
EMAILS
VOICE MAILS / ANSWERING MACHINE / TELEPHONE
PUBLICATIONS
WEB BANNERS
PRODUCTS
ADVERTISING
ENVIRONMENTS / OFFICE SPACE
EXPERIENCES
PHOTOGRAPHY
EVENTS
BIZ OWNERS
LETTERHEADS
BUSINESS CARD
VEHICLES
PHYSICAL WORKING SPACE OF HEAD OFFICE