A brand is not comprised of a single dimension – the logo. A brand is more than what you see or read on the surface. A brand is more than a tagline. A brand is the composite of experiences from your very first exposure, through purchase and ultimately to ongoing support. Every interaction your customer has with your products/services (your organization as a whole) contributes to the information and emotional framework that supports your brand.
“Whoa! Hold the boat. You mean my crappy customer service department contributes to my brand image?”
Yes.
“And those cheap product assembly manuals we have translated in China?”
Yep.
“But certainly our brand isn’t affected by our poorly trained sales people?”
Ah, you poor thing.
The dimensions of a brand are contained in virtually all aspects of your products and services. They include, but are not limited to:
- Logo/tagline
- The product/services itself (form and function)
- Packaging
- The buying process (where, how, who)
- Product instructions (assembly or user manual)
- Customer service/technical support
- Ongoing communication
A great example of an organization with consistent and multi-dimensional branding is Apple. They support a unified brand from their logo and advertising, to the product, to the buying experience, to customer service. Visit an apple store and you’ll find more sales people per square foot than any comparable retail store. The packaging is impeccable. The user manuals are simple, yet helpful. Their customer service, is far reaching from online support to the in-store Genius Bar locations. The products themselves, while expensive, feel expensive. They look and feel like they should cost more. Collectively, the Apple brand is a well-oiled machine.
Thoughts? Please share.
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