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February 8, 2014

Brand Fraud

So, if you want to have a successful brand, you have to own it—literally. Whatever your customer value proposition is, you BETTER deliver it on time, every time, consistently.

When developing or rebuilding a brand, there are many things to consider, and none more important than who you want to become—developing the character and nature of your business. Many brands fail because they completely miss the mark. They are so focused on what they want to deliver, that they forget to deliver it on time, consistently, and with great customer value.

I really enjoy those television shows where they go in and fix the falling down restaurant, hotel or bar (Restaurant Impossible, Hotel Impossible, Bar Rescue). The experts (Robert Irvine, Anthony Melchiorri and John Taffer) come in and immediately identify the brand fraud—how the owners are clearly not delivering on their brand promise. Let’s say the brand is the best Angus burgers in town. But for financial reasons, the owner decides to buy cheaper meat for his burgers. That would be a promised that was not delivered. The owners of these establishments are in terrible financial situations and are forced to accept responsibility for their brand failure.

So, if you want to have a successful brand, you have to own it—literally. Whatever your customer value proposition is, you BETTER deliver it on time, every time, consistently. And don’t be deceived into believing it’s only about the customer. Your brand must carry through and through from you, to your staff, to your customers and even your vendors.

You have to be the brand. If you promise clean bathrooms, they better be clean. It has to be a priority. If you make a promise, you must deliver on that promise. You have to make the hard choices. Your staff needs to see that you live and breathe it—not just in front of the customers. When clients come into your office and the building is run down, the facilities need work, the carpet is dirty and there is glass all over the driveway—they take notice.

Take inventory today and determine if you are living your brand from the inside out? The real character and nature of your brand starts with you.

 

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