Behind the Brand


Last month, I invited readers to let me know about some of their favorites brands. I heard from several of you, some, as far away as Africa. We definitely love or ‘hate’ our brands. Let me highlight just a couple of those stories.

I heard from a lady who raved about the service she received from American Express. While she was traveling abroad as a young student, her parents were to send her some money to Armagh, Northern Ireland. The funds had not been sent to the American Express office, but to Western Union office by mistake. American Express worked out the problem, made sure that she had the money, and then worked out the details with her parents. American Express took care of the problem, even when it was not their fault .They made it easy for her, a young student traveling in a foreign country. Now she has been an American Express card member since 1984 and has gotten all of her children American Express cards as well. American Express earned her trust and loyalty. As she wrote to me, “That act of kindness on their part cemented my loyalty, and they have continued to provide great customer service to me and my family both at home and abroad for over 40 years.”

Then there were the people who told me about Honda. More than one person trusted and loved the Honda brand and what Honda stays for. One man said that he continues to buy a Honda whenever he needs a new car, because Hondas are reliable, hold their value and have low maintenance. This brand is so well trusted that it is highly recommended to others.

Another reader told me how he holds Procter and Gamble with great affection. Affection is usually a word we associate with people, which made me think about what is really behind the brand.

Trusted brands garner such powerful loyalty and dedication by those consumers who love them. But what is really behind the brand that makes it so powerful? We have to move beyond the marketing campaigns, the glossy magazine ads and any glitzy packaging to the real essence of the brand; people.

Yes, behind every great brand are the people who bring the brand to life. In every brand story that I have heard both good and bad, those stories were really about the people who delivered the service, ensured the quality, cared for the workers and who moved beyond the standard customer service levels to create the trusted brand.

Those organizations that get their people to understand and embrace the brand promise create compelling customer experiences for consumers. Those organizations who do not, run the risk of having an inconsistent brand image, which translates into potential lost business and a lack of brand trust.

Business Week On Line published the 100 top Brands for 2006. The top five brands were, Coca-Cola, Microsoft, IBM, GE and Intel. These brands were judged to be the most valuable brands. One of the keys to maintaining a strong valued brand is to get brand alignment with the associates who can then align their work to keep the bran promise. Associates can discover ways to connect with the consumer and instill higher levels of trust.

Gallup summarizes best what companies must do to have strong brand values;
- Increase its ability to connect with prospects
- Build its capability and commitment to engage its customers

Both of the above actions requires that the people understand the brand, live the brand and respond appropriately to the consumer.

Don’t miss the opportunity to connect your people with your brand, doing so can increase brand loyalty and build a stronger brand. Behind every great brand is a cadre of brand ambassadors that bring the brand to life.



Valarie Willis

Originally published in The Point - a newsletter by Bluepoint Leadership Development