What do your customers think about when deciding on engaging with you. How does your brand answer that question? What I find most interesting is the disparity between what companies think their brand means and how their customers define their brand.
What does this say about a company? - Our commitment to innovation and design has allowed Company X to strengthen our presence in the XXX space and develop high quality products at a competitive price, across three specific categories.
Well, that’s great, but what? But what if I have a problem and call your customer service department, and every single time I’m on hold for 45 minutes. Guess what…that’s your brand. When someone asks me, “what do you think about company X?”. My response isn’t they create innovative products across 3 specific categories. It’s more like, oh them…you’ll be on hold for 45 minutes.
Your brand is the sum of ALL the experiences a customer has with you. Do you want to be synonymous with a 45 minute hold time? Wouldn’t it be better if that same question was asked and my answer was more like, “Oh them…I’ve used them and have been able to increase the response I get on my email campaigns 10 fold!” That to me represents a quality brand that I can rely on.
A great case study on this is Starbucks and the customer experience they have created and it’s evolution over time (up and down).
When you really think about it, what does your brand stand for? I would make a couple calls and ask your customers.