Books, bobbleheads, biscuits and your brand
This is a sermon we’ve preached before but always deserves extra airtime: in branding, everything matters. Every little detail from the 30,000-foot level right down to what’s on your desktop.
This brand pillar came to light during a recent mystery shop exercise for a client as part of a larger marketing auditpartnership. With close to twenty branches to visit, it offered an interesting cross-sample of brand culture (both for the client and the competitors they specified).
While the following observations didn’t occur every branch (and aren’t representative of the entire mystery shop score) they are uniquely indicative of the brand tenet above. Of the roughly twenty branches where we interacted with staff to get a feel for their culture and brand:
- One employee (a teller) had to put down a paperback novel she was reading as we approached her workstation (and left it in plain sight throughout the conversation).
