Last Friday I had an extremely interactive discussion with a medium sized company’s owner about his Branding & Marketing processes. Whilst, he had done some innovative things, the basics were still lacking. Having convinced him of them, decided to pen down those thoughts.

Product and promotion

Offline:
• Branding
• Image through communication
• Image through medium used

Online:
• Branding and colors on the site
• Branding and colors on the newsletters
• Branding and colors used for any new application or module

Place and physical evidence

• Sign board at the entrance of Office, Stores
• Entrance to be maintained consistently
• Reception, needs to be clean & maintained so there are posters, reading material of relevant products –
necessary to get the visitor to feel that he/ she has come to a great place!
• Security to greet customers well
• Receptionist to greet customers well and cater to the basic courtesies – ask for tea/coffee/water; ask what
they have come for; keep the area for brochures and newspapers in order.
• To keep the reception area well stocked with brochures and any reading material so that the customer’s wait is
pleasurable and worthwhile.

People in service

• The concerned person should not keep the customer waiting for long
• Each and every employee to make the process easy for the customer
• Every employee to adhere to dress code so a uniform and desirable image is formed
• People to adhere to the selling process steps strictly while attending a customer.

Process in service

• Whether it’s online or offline, every department to make the process easy and pleasurable for the customer

I am sure this is not a complete & comprehensive list. But it is the bare minimum. It is extremely easy to get a lot of ideas, however to execute ONE of them takes a lot of effort & time. All products, companies that are BRANDS today are because of CONSISTENCY.

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Written by AD
ex waiter, angadia, travel agent, dotcomer, dukaandaar, marketeer, people watcher. appreciates single malt, food, friends