Maintenance - CattLeLogos® Method™: Step 7
It's not enough have a well-defined Brand Platform
that clearly articulates its brand vision. You is must deliver what your
brand promises in all customer encounters. This means all employees,
shareholders, and partners must know what the company stands for as well as
how to represent it in the marketplace. Providing training and incorporating
the principles of your Brand Platform into your business process enables you
align your corporate resources with your Brand Vision.
The CattLeLogos approach to maintaining brand value has four aspects.
Identify Key Brand Agents
The CEO or owner defines the �outside� of the organization, i.e. the �brand.� However, everyone in
your company that interfaces with customers, suppliers, partners, or
competitors has the responsibility to deliver an experience that satisfies
the Brand Promise.
Provide Training
Management needs to make the time to implement training programs to ensure that everyone in the
company understands what the brand stands for, how their behavior can impact
it, and how to implement it. Our training emphasizes the experiential
aspects of a customer�s interaction with your company. Everyone�s behavior
needs to be compatible with the core values.
Develop Appropriate Scripts
To insure a consistent
message is delivered, we assist you to develop scripts for both incoming and
outgoing telemarketing and to develop a system for customer support
personnel to log customer complaints and comments. This enables you to
systematically address issues that are raised.
Create �Branded� Templates for Use on the Desktop
CattLeLogos creates high quality, easy to use templates that represent your brand image in a
professional manner. In addition to improving the overall look and
consistency of your materials, sharing templates among employees saves
significant amounts of time in creating them. Documents, graphics, and
presentations created by one person can easily be used by someone else
without the need to retype or reformat
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A clear, well defined brand platform enables your external communications to be coherent expression of your business strategy.
Internally it helps to guide corporate resources in the same direction and eliminate redundancy and confusion.
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