By Bernie Diaz, AdServices
A brand is the promise a firm must constantly fulfill in order to reinforce that organization’s positive image. One of marketing’s main functions is to communicate that promise to its target audience. But even with all the marketing tools at an organization’s disposal, including print and broadcast advertising, e-blasts, social media, etc., the greatest asset a firm must count on for brand success is its people.
I am a big fan of the Publix Supermarkets chain and feel that this company truly delivers on its promise… “Where shopping is a pleasure.” I’ve always enjoyed their television commercials, but what keeps me coming back is that each of the different Publix stores in which my wife and I shop always deliver very positive experiences. In addition to the basics of clean stores, well stocked shelves, and competitive prices, the associates are friendly, knowledgeable and helpful. I truly feel that my business is appreciated.
Every individual in your organization plays a key role in communicating and fulfilling your brand’s promise. You could say that all of your employees work for the marketing department.
Employees must understand that the sum total of a customer’s experiences with the organization determine whether or not he or she will do business with you again. An unenthusiastic receptionist who just wants to pass a caller on to someone else may close the door. An unresponsive service department could very well send your prospect to the competition. Flawed invoicing can cause major frustration.
Advertising, sales promotions, press releases, and the like are marketing tools. But your employees are marketers in action, honoring your organization’s promise and earning your customer’s loyalty.