Thursday, April 02, 2009

Build a Brand Path

In our overly connected world, where now people tweet as frequently as do the birds, expanding the concept of branding beyond logo development is imperative. Seize the opportunities you have as an organization to shape the pathway of a constituent's experience. For instance, what happens the moment the customer dials the toll-free number to the music they hear when they're on hold, to the words they hear being spoken by the automated 'on hold' attendant or when they land in a voice mail box and how they're treated when they connect to a human. In this ever-faster world, you'll need to increase deposits into your brand bank account in order to avoid eradication by a withdrawal, the effects of which might spread like a virus.
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