Branding For Dummies, 2nd Edition
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The anonymous line “It’s never crowded on the extra mile” could have been written as a brand-building adage. The extra mile remains open territory for brand owners who are willing to double their service, triple their customer attention, quadruple their commitment to customized solutions, and build customer passion and brand value as a result.

To move into the elite group of brands that cruise to success by amazing customers with unfailing and exemplary experiences, follow these four steps:

  • Encourage employees to think like brand owners. Allow them to do whatever they feel is necessary to provide amazing customer experiences, to anticipate and preempt customer needs, to correct defects, and to create passionate customers — and brand enthusiasts — for life.

  • Empower employees to customize solutions and service innovations. Give your staff parameters, including budget guidelines, to provide on-the-spot customer solutions without having to navigate frustrating management layers.

  • Recognize and reward outstanding service efforts. By putting the spotlight on team members who go out of their way to convey your brand promise, you set the bar higher for everyone.

  • Make your brand promise your rallying cry inside and outside your business. Constantly find new and better ways to convey your brand message, benefit, and value to employees, customers, and all who come into contact with your brand.

About This Article

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About the book authors:

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

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