Further, in an interview I recently read with Michele Thomas, Zappos senior brand marketing manager, Michele said “The one constant is that we are a service company that happens to sell __________ (fill in the blank).” I fill in shoes, which is their main market still. Michele goes on to say “Our biggest efforts revolve around building likability around our brand so that consumers turn to a brand that they trust, find reliable, and have an emotional connection with. “
NOW THAT IS BRANDING!!!!
Branding Considerations: 3 Important Rules
So, as you think about your own company branding, there are some important considerations. We touched on some of these considerations in the recent article on competition, where the emphasis was on how to look at your competition and differentiate yourself. The main key here is to decide what you want your company to be known for. Or, in other words, when someone says your company name, what is the phrase that you want to instantly pop into someone’s head? What is the word and/or phrase that you want to be synonymous with your company name… This is your brand. And this is branding.
The second thing I find of interest when pondering the Zappos branding and mission is that the Zappos branding involves the entire organization. It involves sales and service, quality of product, marketing and advertising , delivery, logistics, all employees, and even having a reliable smoothly operating back office. Everything about Zappos reflects on the company and its mission. I think this is something that is often times overlooked when we think about branding. Your branding permeates your entire company and organization. Everything related to your company needs to reflect your branding.
Thirdly, “the devil is in the details” as they say. Meaning, whatever one does, should
be done thoroughly. This pertains to employees and their appearances and how they
are perceived as well. Employees are all company representatives. If they appear
disheveled, disorganized, distracted, then this will flow through to how people perceive
This also pertains to any communications related to your company. Think about written
letters, but also particularly today, email messages, internet posts, blog articles, tweets,
flyers, brochures, etc. There is no room for misspelled words or bad grammar. This lack
of concern for detail and pride in the overall finished product, even if it is “just a tweet” shows
a lack of concern and detail that might also be elsewhere in the organization. Is this the image you are willing to apply to your label and brand? Is this a risk you are willing to take? If not, then tolerate not.
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