The entire customer experience defines the brand.
During a moving lunch break on Saturday, we went to a hard core southern bbq joint. The brand image that was trying to be conveyed was evident:
The food carried the brand message. (in this area — pork with the bbq basic sides) — Check.
The people serving it were authentic. — Check.
The interior was decorated with old license plates and numerous pieces of country/southern Kitsch nailed to the rough-hewn lumber walls. — Check.
On the overhead speakers, they had the local lite rock station pumping in Josh Groban and the Carpenters. — Fail.
If you’re trying to project an image, the little things count. (In fact, there are no little things.)
Chris Houchens is a marketing speaker and the author of Brand Zeitgeist. Follow him on Twitter or Facebook.
