Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean. Here's the situation:

I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator and the disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.

Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all the prompts until I am ready to punch someone. I am still told by a disembodied voice that the offices are closed. I try another number. This time, I reach a computer voice.

Computer: "I'll try and help you. Tell me in your own words what you want."

Me: "Toll free service."

Computer: "I'm sorry. I did not understand. Let me tell you what services we offer?"

Me: "I want a person"

Computer: "Tell me, in your own words, what you want."

Me: "Toll free service!"

Computer: "I am sorry. I do not understand what you want."

Me: (screaming) "I want a person."

Computer: "I am sorry. I?"

SLAM!!!!

I call 00 in frustration. "Operator!!"

Operator: "How can I help?"

Me: "I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?"

Operator: "I am sorry you are having problems. You can talk to a supervisor."

Supervisor: "Can I help you?"

Me: (heatedly) "I want to ask about a toll free number. I have dialed three numbers and cannot get in. It says the offices open at 7am and now it's almost 8am EST!"

Supervisor: "Oh, sometimes they forget to turn off that message so the phones can ring through. We have to call and tell them."

Me: (incredulously) "You mean the PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!"

Supervisor: (calmly) "I am sorry. Let me give you a different number than the one you have been calling. You need to call the office for AT&T 1-800 Easy Reach.

"Easy Reach?!??!?" Who are they trying to kid! I call this "Impossible to Reach".

Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer.

There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they realized that due to the configuration in a few of their terminals, to quote such a time was almost impossible. They dropped the campaign even though it would have been true in MOST of their sites.

Branding Lesson #2: Your business sets up an expectation. If you don't deliver for yourself - how can you deliver for the customer?

A phone company that doesn't answer the phones is a scary thought. We'd expect it of any other business, but the phone company!! If you own a paint store and your store is in sorry need of paint, what does that say? If the waiters in a restaurant cannot tell you about food on the menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you?

Branding Lesson #3: The past never counts. The present creates the brand.

It is the actual in-the-moment experience that creates a brand in a customer's eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am convinced the very best, most unique, most competitive maker of a "brand" is the well-trained, empowered employee who can disregard systems and procedures in order to continue a human interaction. As more organizations substitute technology for people, the company that answers its own phone and get humans connected in short order will win the day.

About The Author

Eileen McDargh is founder of McDargh Communications, a consulting and training company specializing in inner and interpersonal skill development for the purpose of improving the life of a business and the business of life. Visit Eileen at http://www.EileenMcDargh.com or www.theresilientspirit.com.

© 2003, McDargh Communications. All rights reserved.

Reprints are appreciated and must include byline, contact information and copyright.

McDargh@aol.com

---

Are You Brand Worthy? Are You Brand Worthy?

Branding is a one hot topic, although it is wildly... Read More

New Uniforms Could be the Gold Charm for the Golden Arches

New designer uniforms could be the gold charm McDonald's needs... Read More

Value Proposition Writing - Brand Identity Guru

Your Value Proposition, or as I usually call it, your... Read More

All About Branding

In this article i will explain how you can make... Read More

Brand Warfare is More of a War than You Think

We will discuss Brand Marketing for a minute. In this... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

No Logo? Launching A Business Without a Logo Can Sabotage You

Initial lack of customers and cash flow often causes a... Read More

I Hate My Logo! What You Should Get For Your Money and Why

This is not a how-to design a logo. This is... Read More

Image is EVERYTHING

The absolute foundation of your small business is your image.... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

Not So Stationary Stationery

The elements and functionality of the basic stationery system is... Read More

Acquire, Then Rebrand

Acquiring another corporation usually means that the acquiring company's name... Read More

Internet Branding

Having been in the franchising business all my life and... Read More

Self-Marketing: The I Focus

Ever had one of those conversations where you wondered what... Read More

Quality and Service - Yeah, Right!

One of the critical drivers of business success is having... Read More

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between... Read More

The Aim of the Name

Large corporations spend lavish amounts seeking names for their products... Read More

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

Franchising is Virtually Fraud Free

The number of complaints to the Federal Trade Commission on... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate... Read More

Types of Logos

There are three basic types of logos: text, symbol, and... Read More

Brand Components

Your brand is the culmination of everything about you and... Read More

The New Branding Awareness - A Value Based Concept

The new branding awareness is about when you take ownership... Read More

Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver... Read More

How to Work with Your Graphic Designer

As a graphic designer, I can tell you something right... Read More

Brand Your Consulting Brilliance

Today's competitive marketplace for consulting services is no longer responsive... Read More

Good Logos Make Great Sales Tools

Every day, the average person is exposed to millions of... Read More

Brand Identity and Brand Image - Brand Identity Guru

It is important to distinguish between corporate identity, brand identity,... Read More

How Will Your Visitors Remember You And Your Business? Brand Yourself From The Crowd...

Big and Yellow 'M' reminds you McDonalds... 'DELL' with oblique... Read More

Brand Building 101

Building your brand into a brand leader isn't easy. There... Read More

Picking The Design Company Which Is Right For You

So you've decided to go for it-you're ready to choose... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

Branding Junk Removal - He Did It, Can You?

What does it mean to be remarkable?Brian Scudamore, CEO and... Read More