REPRESENT THE BRAND WITH EXCELLENCE
Brand excellence begins with the character of the people who represent it.
Integrity, professionalism, respect, and belief turn a brand promise into a culture.
Coca-Cola believes in their brand so much that they’ve trademarked the shade of red used in their marketing. Chick-fil-A has made saying “my pleasure” a key part of their customer service culture. When a team member doesn’t say the famous words, the interaction can be a letdown. Those are all external ways that companies try to represent themselves with excellence.
What’s more important than trademarking a color and repeating a phrase? Character. To bring excellence to any company, the brand must be backed up by the character of those who represent it. Without any depth of character, colors and phrases are nothing more than trappings that hide what is real.
How can you represent your brand with excellence?
Keep Your Word
Tell the truth. Be a person others can trust. Keep your promises. If you say you’re going to do something, then do it with excellence. Be willing to overdeliver on expectations. That’s more powerful than any slogan or brand image.
Be the First to Apologize
Did the materials arrive late? Apologize. Don’t blame the vendor. Don’t explain what happened. Apologize. Own the mistake. The client didn’t hire the vendor you’re using; you did. An apology isn’t a weakness. It’s a strength that shows humility and your willingness to keep the relationship strong.
Respect the Other Person’s Time
If you’re repeatedly late, you don’t represent the brand with excellence. By being late, you communicate that your time is more valuable than theirs. Whether you mean to give the impression or not, you’re signaling you’re more important than the other person. That’s not a brand reputation you want. Be early to meetings. Always ask if there are additional questions. Allow the guest to end the meeting. That communicates respect and honor to the other person. That is representing the brand with excellence.
Dress Professionally
The better you dress, the more respect you show. Make sure your clothes are pressed. If it’s a uniform, make sure it expresses the essence of the brand. Dress the part. Be the person in the room who sets the standard for how one dresses. Your shoes should shine. No stains on your clothes. Doing so allows you to represent the brand with excellence.
Tell Your Story with Passion
Don’t denigrate the competition. You don’t look better by making others look worse. Show up with stories that communicate the brand is trustworthy and has a reputation for excellence. Allow your quality to outshine others by the standard of your work. If you must speak negatively of the competition, then you communicate your own brand’s inability to meet customer expectations. Be passionate about your brand. Speak highly of it.
Believe in Yourself, Believe in Your Brand
There is so much fake in the world that people can spot it in an instant. Enter the room with confidence. Believe that you’re capable to deliver what’s been promised and have confidence in the team that will make it happen. The client should never sniff doubt.
Represent the brand with excellence. Be a person of integrity. Keep your word. Believe in yourself and the team. Tell your story passionately. Show up dressed professionally. Respect the other person’s time. Do all that and you’ll create a culture that will outpace the competition.
Creating Unparalleled Experiences,
CHRIS ADAMS
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