Although this article from the August, 2007 edition of Healthcare Marketing Report addresses, of course, the health care industry, we think its summation of branding is pretty right on for just about everybody. Here it is:"It takes an entire organization to define and deliver any brand. Many companies forget this important concept. It's not just the advertising, the packaging or the hype. It's the performance of the product or service" as defined by experience.
We agree and we would add, your brand is only as real as the experience of the last customer who entered your store, or telephoned a customer service representative, or emailed your contact, or tried to park in your lot, or attempted a service call, or returned a product, or countless other touch points along the way from prospect to loyal consumer. Your brand's final delivery, integrity and takeaway is in the hands of your managers and, even more, your front-line employees.
Are they on board with your brand? Do they know what your brand stands for in its simplest terms? If asked on the spot, could they articulate five qualities you want your brand to convey?
If so, great. If not, bad. If you're interested, click here. We'll be happy to challenge you, and measure your score, with NOISE's exclusive, copyrighted Brandoscopy, a 10-part interactive questionnaire that evaluates your organization and personnel on your overall Brand Integrity.
SOURCE: Healthcare Marketing Report, NOISE
Reporter: John Sprecher
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