Branded Customer Service: The New Competitive Edge

Chapter List

Chapter 10: Great Brands are Supported From Within: the Role of Management
Chapter 11: Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
Chapter 12: The Toolbox of On-Brand Exercises
Final Thoughts
Notes

Part Overview

Once you have defined your brand DNA (see chapter 4), you need some tools to ensure your brand has the best chance of actually being delivered by your staff.

This part of the book provides you with dozens of sample exercises you can conduct with staff so your brand promise will be understood in a way that it will more likely be delivered. This part of the book also explores how your sales process can be integrated into the total brand delivery process.

In chapter 12, brand awareness exercises for staff are divided into four types:

  1. Brand knowledge: What are brands all about?

  2. Brand specificity: What is unique about our brand?

  3. Brand assessment: Are we on-brand or off-brand?

  4. Brand delivery: What does our brand look like in action?

Management brand support exercises are divided into three types:

  1. Brand support for staff

  2. Brand reinforcement communication

  3. Brand alignment

The toolbox is completed with a series of exercises about selling in a branded world.

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