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Brand Beyond Marketing-darren hayes

Imagine you are about to embark on a trip of a lifetime. Youve received brochures for a luxury resort. The rooms are lavish; the grounds impeccable. Photos of the restaurants signature dishes look delectable. Youre sold. You go to the hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you .plain to management, youre met with indifference, or worse, silence. You leave disillusioned and disgusted. For all the resorts slick marketing, theyve fallen woefully short. Branding goes well beyond marketing. It will not be successful without ensuring that all aspects of your business reflect and support your intended brand. One of your most valuable assetsyour peoplemust be well-trained in articulating and delivering on your brand. This step is particularly important for service organizations that dont have concrete products. Their offerings are soft assets like knowledge, experience and people. When employees dont deliver the brand, it can be the kiss of death for a business. Dont believe me? Visit a hotel review web site like TripAdvisor… Peruse travelers .ments and youll likely .e across more than a few who cite poor customer service for their negative hotel reviews. Conversely, employees who represent the brand flawlessly and consistently can propel a business to stardom. Brand: The Sum of All Its Parts Despite what many believe, brand isnt about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple .ponents, all of them necessary, including customer interactions, employee .munications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these .ponents dont consistently reinforce your brand, customers will be.e dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your .pany in the market, that in turn could lead prospective customers, employees and investors to pass on your organization. On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The .pany is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable .modity. Branding Through Your Employees Your employees are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible. Develop a .pany Philosophy. A thoughtfully planned philosophy that guides how your .pany operates is the first step to reinforcing your brand among your workforce. The prestigious Ritz Carlton Hotel .pany is an excellent example. They have created the following five Gold Standards for their business operations that reinforce the brand and detail an employees role in delivering on this brand: 1) A vision to revolutionize hospitality in America by creating a luxury setting for guests and a credo that states the .panys .mitment to the genuine care and .fort of its guests. 2) A motto that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen. 3) Three Steps of Service: a) A warm and sincere greeting that uses the guest name, if and when possible b) Anticipation and .pliance with guest needs, and c) A fond farewell that uses a guests name, if and when possible. 4) 20 Basics that outline the responsibilities and expectations for how the .pany delivers on its service (including #13Never Lose a Guest). 5) The Employee Promise (At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service .mitment to our guests.) Maintain Brand Consistency. This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting. Practice What You Preach. The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The .pany says, We believe that one of the keys to our success is our people and how we treat them. However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions arent necessarily consistent with the rhetoric. Implement Brand Guidelines. In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. Were not merely talking about logo or corporate identity guidelines, but actual brand guidelines that .municate the .panys brand positioning statement, key messages, core values, brand attributes, measures of success and processes for handling customer issues or feedback. Federal Express was an early pioneer in this idea. The international shipper utilizes an Internet-based program which outlines the .panys brand guidelines. This detailed approach provides guidance on everything from the graphic standards for use of the .pany logo to how cultural differences affect brand (particularly important for global .panies). Establishing brand guidelines leaves no room for misinterpretation and helps maintain consistency throughout all levels of the organization. Understand and Address Cultural Differences. With advancements in technology, .munications and the Internet, we are truly a global economy. Considering cultural differences when building a brand is more important than ever, particularly if your business has international reach. Words and phrases in America might not translate to the same meaning in another country. What customers value and perceive as positive in the United States may be perceived radically different elsewhere. In the past, the United States was the model that all others wanted to emulate. That isnt necessarily the case today. Therefore, it is incumbent on corporations to ensure that their brands can transcend these cultural differences, if they are to have a greater geographical reach. Brand extends well beyond your marketing efforts. Your brand is only as good as the people behind it…and the people in front of your customer. Take the time to effectively build a corporate culture that mirrors your brand. Train your employees to represent that brand. Evaluate your consistency in delivering your brand across all aspects of your business. In doing so, you will strengthen your brand equity and position your .pany for greater success. 相关的主题文章:

Detailing Of Private Money Loans California-3edyy

Loans Private money loans California can be obtained with less interest rate if you carry out proper research work. You will not have to get in to chores of submitting too many documents to avail loan. If you are constantly demanding bank loan, but ending up nowhere, then consider option of private money loans California. Lack of monetary power can put brake on your success and don’t let this happen with you because you can gain assistance from private lenders. They can offer you with money without bombarding you with thousands of questions like bank does. You can select individual or financial institution as lender depending on your needs. Every institution or lenders have their own clause and so you will have to deal with it accordingly. Here there is no common rule which can be applicable for all. Asking for private money loans California can be beneficial when you need loan for short span of time and for fewer amounts. If you need loan of huge amount then look for lender that can serve with your needs but risk involved here is of huge amount and so lender might charge you with heavy rate of interest. Whether you select private money lender or a financial institution, both follow different method for application of loan. Depending on the place where you reside, you need to carry out research work related to such loan provider. The best part here is such individual or institution does not make you crazy by asking unnecessary questions. They will ask for only details which are important for rendering loan. Another headache of availing loan from bank is documentation work. The more documentation work, the more you have to scratch your head because it can create panic situations. If your credit score is god then you do not have to get in to headache of lengthy documentation work but instead can consider opting for private money loans California. If you want to avail loan from private lenders then it is essential to submit proof related to your heavy income. Your financial records have to be up to the mark to avail loan in an easy way. Private institution will also check out for your bank statement and tax return filing. There is not much chaos involved with such method of availing loan. Inquire about period of repayment while asking for private money loans California. Ensure that repayment period is not too long because this will invite in more interest payment. If you carry out proper selection procedure while taking loan from such sources, then it can become easy to avail loan at reasonable interest rate. Consider your long terms needs while asking for loan from private money lenders. About the Author: 相关的主题文章:

Exploring The Scenic Wonders Of The French Alps-demonophobia

Travel-and-Leisure The French Alps not only provide great skiing but also the wonders of an undisturbed natural landscape. You can explore the national parks and woodlands of the area while in the region on your skiing adventure. The best natural delights of the French Alps can, in fact, be seen from the window of your catered chalet and most are easily accessed from your accommodation. But just because you’ve come here to spend most of your time outdoors and close to nature doesnt mean you have to "rough it" the process! Your catered chalet will provide all your comfort needs and the wonderful location of the French Alps will provide the rest. The Parc Naturel Regional du Vercors, Grenoble, Lac Leman, Evian-les-Bains, and Col de la Bonette are all scenic wonders of the area just waiting to be explored. Parc Naturel Regional du Vercors, Grenoble, France Brave the cold outside your catered chalet and take a trip to Parc Naturel Regional du Vercors and enjoy its feast of natural beauty. Either by hiking or driving the landscape is truly impressive and a real treat for the eyes. If you are after an easy day trip for the family this park is perfect, with an easy to follow trail and the richness of the great outdoors everywhere you look. Put aside two hours of your day and you will be richly rewarded by this picturesque area. It is also close to all the other drawing points of the area – the mountains, villages and ski resorts – meaning you can fit a hike into your schedule no matter what your plans are for the day. Lac Leman, Evian-les-Bains, France Lac Leman is a massive lake that reflects the surrounding mountains in its clear waters. If you feel like adding even more activity to your itinerary, the lake is popular for water sports, boating and swimming. If you want to sit back and simply watch the activity and admire the countryside, then that’s fine as well. From the lakeside you can appreciate the best of both worlds – both the French and Swiss landscape is laid out before you. Since the French Alps is, naturally, a very chilly winter location, it is possibly best to save your visit to the lake until summer, when it will be warm enough to take advantage of the largest body of water in Europe. Col de la Bonette, Jausiers, France This road is at an extremely high altitude and the views you can take in are truly amazing the vista from your catered chalet, though impressive, will never match this! For as far as the eye can see the panorama of winter is spread out like a patchwork before you from the snow covered peaks to the verdant low lying regions to the impressive expanse of sky. Before setting off on this trip it is important to make sure your car is in peak condition and that it (and you) are prepared for a high, winding climb. This is definitely an excursion for those who love a driving challenge and who feel confident tackling the winding route to the summit. The road starts off easy then slowly changes the further you ascend all the while the weather becoming more and more inclement. Once you reach the top, however, the rewards are incomparable: you will have almost a hundred degree view of the French Alps spread out before you. About the Author: 相关的主题文章:

Which Is The Best Skin Hospital In Greater Noida-seaway

Medicine Title: Which is the Best Skin Hospital in Greater Noida? Keyword: Best Skin Hospital in Greater Noida There are number of people who want to search out the best skin care hospital or clinic for their skin. It is just because of the unfavorable environmental condition. Todays time there is lots of pollution everywhere. Our hospital is very much expert in order to give life to your skin. Our patients say that our hospital is best skin care hospital in Greater Noida. Our hospital has highly knowledgeable and capable doctors. Each doctor is experts in their particular field. Our hospital provides full facility to our patients and provide perfect environment in their surrounding, so that they can easily be back to their normal position. It is .pletely up to you that which hospital you prefer for the best care of your skin. But if you choose our hospital the n we assured that you will never repent after the treatment procedure. Here we will provide you the best and world class treatment in an affordable cost to you. We are having specialists in dermatology, dermatosurgery, laser surgery, cosmetic surgery services. Our hospital is very much reliable, safe and secure for patients. We are very much known people because of our fastest service to our patients. The exterior and interior of our hospital is also perfect but more importantly nurse services also very much fast and satisfactory. Our staff really very much dedicated to fulfill their duties. We have very large zone for our patients. Our treatment theatre is very much .fortable and full of equipments. In our hospital we provide home like environment to our patients. We use latest technology in our hospital for the best and desirable skin result of our patients. We provide treatment for many skin related problems for examples skin whitening, skin lightening, acne treatment, stretch marks removal etc. We at Roshan Hospital firstly find the problem then its causes and after that we provide them the best suitable treatment according to their skin problem. We believe in to remove the ill skin from the root so that it will not be able to take place after some time. Our doctors focus on zero side effects of the treatment. They all are not known for their degree but the experience they have gathered during their training periods etc. talented and highly skilled team of the doctors which are not only famous for their degree but also for their work. Our main goal is to make our patients skin healthier and attractive. We want to apply our knowledge in such a way so that our patients be.e please and satisfied. Summary: Our hospital basically provides various kind of skin treatment. Our hospital is .pletely equipped with most advanced & latest treatment technology. Our Roshan Hospital have highly educated and experienced team of specialists who all are aim to perfect result without any side effects. About the Author: 相关的主题文章: