This is an iceberg. Impressive though its size is, as even a schoolchild knows, most of it is actually underwater, hidden from the eye. Two-thirds of an iceberg is always below the water. It's only the top one third that is visible. This is elementary science.
So it is with an organisation's brand.
What is visible to the public are its logo, advertising, commercials, uniforms, buildings......
What is not visible is its internal culture, the motivation of its staff, its support and service policies and generally all that goes on inside to keep customers happy. So, strange as it may sound, two-thirds a company's brand building practices takes place inside.
Only one-third of branding is related to marketing. The balance two-third is all contributed by the rest of the organisation.
Just clever advertising does not build a brand. A brand is built by the solving customer problems correctly, by delivering products on time, by keeping all commitments, by being polite on phone, and by doing all that it takes to make customers feel that we are there to take care of them.
Our carpenter Ayub does all this and more. Call him at whatever time of the day, and he will be there to address your concerns. Point out a mistake, and he will rectify it without even so much as a murmur of protest. Give him a deadline, and he will go all out to meet it.
He seems to have grasped the essence of branding. Even though he did not take a Rs. 5 Lakh MBA course. Or perhaps, precisely
because he did not take a Rs. 5 Lakh MBA course!
So once more,
Brand Management = Reputation Management. Period.
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