Friday, August 24, 2007

Stay True to Your Brand in Everything You Do

In the Internet Age, Keeping Promises Has Never Been More Important

Fifteen years ago, during my education in Total Quality Management, I was taught that satisfied customers generally tell two to four others that they’re satisfied, while dissatisfied customers tell, on average, seven others that they’re dissatisfied.

Fast-forward to the Internet Age. The avenues for an unhappy customer’s message to spread—and spread quickly—are much more plentiful. You’ve got to keep your promises, or you risk word getting around on the World Wide Web.

The record-keeper for our company’s 401(k) Plan might have done well to consider this new reality before they let our employees down. I won’t go into the specifics here, but let’s just say Associates in Excellence didn’t live up to its name.

My antennae begin wiggling whenever I confront a business that uses superlatives in their name—excellence, premier, perfect, etc. Definitions of “excellence” vary person to person. Therefore, in order for Associates in Excellence to be consistently “excellent,” every one of their products, services, transactions and interactions need to meet not only my definition of “excellence,” but everyone else’s, too. Absent that, they will not be “excellent”; they will disappoint.

If you’d like further details on the substandard service we experienced from Associates in, ahem, “Excellence,” I’d be happy to share them with you over email.

Do You Uphold Your Brand?

Take a moment to contemplate what your name stands for. What is YOUR brand promise? Compare that to what your every-day interactions demonstrate. Do they support the promise? At Scheibel Halaska, we believe powerful brands are always built from the inside out. Any inconsistency between what you say and how you act betrays your brand and, ultimately, your success.

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