Brand Competence? The Answer Lies in the Fries.

This article was written by Chris Hislop – eCoast Marketing Specialist.

While in the midst of the daily commute to work, I noticed a food distribution truck in front of me which proceeded to get me thinking about Brand – the importance of a company’s brand, and the type of confidence that a company should exude transparently while extending their brand to the world.

What struck me about this particular vendor was the tagline beneath the company’s logo – the face of their brand. The line read “Innovation in Customer Service.” Innovation in Customer Service? How does a food distributor position themselves as being an “innovator” of any type? How many different ways can you deliver a case of french fries in order to exceed a customer’s needs and/or expectations? I can’t think of very many. In fact the natural progression from 1 to 2 (examples) is a rather difficult endeavor.

So why add such fluff? Why not be confident in your brand, and in the goods and services that you do provide and simply leave it at that?

An important element of marketing and brand image in today’s marketplace is transparency. To let people have an inclination of the thought, “so what?” or even, “huh?” can be detrimental to your business’ success. Be honest with people. Keep your messages short, simple, and straight to the point. People don’t want to have to read into your messaging to figure out that a) your message is simply ludicrous out of the gate and b) your message holds absolutely no weight whatsoever, and is irrelevant when you take a look at it in hindsight.

Customer innovation? Just deliver the fries in a timely manner, and let the customer decide if they’re happy or not. There’s nothing innovative about being on time and delivering your product effectively and efficiently. It’s a given, its part of the contract. It’s something that may not be outwardly spoken in conversation (i.e.: placing an order), it just sort of “happens.” And really, why wouldn’t it?

The fact is, if consumers need to think about your messaging at all, they’re going to move on… the feeling that the message is too muddied, and hence, they want to look elsewhere to find a company that offers clearer, more concise lines of communication, is all you’re going to end up with in the end if your brand isn’t transparent. The basket will remain empty, and your business will not fare well under these circumstances.

In a world where word of mouth circulates faster than the daily paper, you want to position yourself as a brand that offers an extraordinary product without any hassle. Strive to offer clear advertising that answers the question “so what?” – before it’s asked. Deliver said product within the timeframe that encompasses a customer’s “peace of mind,” and you’re business will live to see another day. Fail to do this, and face the backlash of negative feedback which not only reaches you and your brand, but everyone else in an unsatisfied consumer’s network as well. And it will only snowball from there.

Focus on what you do well and do it with conviction. Rely on repeat business and referrals that stem from those customers, which in turn, builds your brand’s reputation. If people are talking about a positive experience they had dealing with you, your brand will inevitably grow. Making strides to improve your brand’s image and viability in the marketplace, instead of injecting cheesy, thoughtless slogans that really hold no weight when your brand is looked at under the microscope – is where your focus should lie. Believing in your brand, and the product you provide, all the while keeping the communication lines that stem from worthwhile transactions and marketing campaigns clear and unambiguous, makes you more susceptible to having good things happen.

Remember the McDonald’s ads that asked, “Would you like fries with that?” Of course you remember them. They were pointed, clever, and became a cliché response to not only questions or comments made in the food industry, but elsewhere as well. This message was transparent, and it sold a lot of fries.

In the midst of such questioning, did you ever think, “Hmmm… I wonder if those fries come with innovative customer service?” Probably not. All you’re really looking for in this example is the fries – the perfect accompaniment to your sandwich, or chicken nuggets. The rest of the thought is irrelevant: If you can’t deliver something as simple as the fries, what else is there to comprehend?

Tagged as: brand, business tips, innovation, marketing, transparency