Just like any flagship company every body wants their name to be a high flyer on the high street and a household name. Ofcourse its common knowledge that this will transform into mega bucks, not a guarantee though for many companies facing reality of market situation.
A brand is sort of a moral fabric whence displayed for all to see implies judgment is imminent for onlookers. The facade of what people see, hear, assume to be happening draws them to your brand. Beautiful posters, packaging is synonymous with branding but speaks less about effective branding.
Branding is not making up and manipulating customers because if they feel short changed, that spells disaster for your company, they will learn to associate all sorts of bad things with you and is detrimental as you may have to find out soon or later.
Effective branding is how to train your employees to spearhead company culture by packaging their service coupled with self motivation and deliver it to the customer.
The workers should be made to believe that no money is enough in this world and much as you must pay them well for effective contentment, should make sure to inform them that that is just a token of thanks. They should look at themselves as people who make and break this company and that its future depends on them.
The customers see the employees, company bosses, their product, their packaging, their promotion as a single entity. All tiers of presentation of brand are normally well presented but delivery of service by employees across the desk is what spoils the gravy in many of the companies.
Next the standards and quality of your goods and services should be seen to be of highest quality as people are bound to gauge your product to others on the market and this effective a situation to destroy royalty to your brand.
We shall come back on that topic next time if time allows
Richard Mawanda
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