One of the projects I am trying to work on is a booklet that teaches my existing and new employees about our company and what makes it stand out. I think it's important that I am not the only one who knows this, because if the people who work for me understand it, they can be more productive and have better ideas that reflect what it is we are trying to do.
I started my company with a very unique look at how this business worked. High end customer service, with high quality people working for me. It has positioned us as "The Premium Service" in our field but when I ask my employees how we are different, they can't really tell me... and that's a problem.
Brand Identity is important no matter what your industry is. It is important that managers AND employees know so that thy can act accordingly which in turn is communicated to your clients.
Here is a perfect example.
A theme park that has rides, popular characters, shows and live shows. Which one is it?
Exactly, that's any park anywhere. Canada's Wonderland features all of these things. It has no specific identity and, while it manages to stay open, it's parent company (Cedar Fair Parks) has spent more than a few years, trying to break even. It's currently posting some modest profits but let's look at another park that has it's Brand Identity down to a science.
Walt Disney World is the number one tourist destination in the world. It's rides often are not as thrilling, but it's identity is spot on. Disney knows exactly who it is and how to communicate that to it's clients. Each new employee, from churro sales person to CEO attends a class on the history of the company and it's brand identity. Because of this, Disney is one of the biggest media juggernauts in the industry.
When you look at that comparison, it isn't hard to see why being in touch with your brand puts you in touch with clients.
Squeak E Cleaners
www.SqueakECleaners.com
(519) 402-3401
