Philip Nai: What happens at your front desk can make or break your brand
Customers don’t experience your brand through your PowerPoint presentation. They experience it through your people.
Branding is crucial for any organisation. It includes logos, colours, campaigns, social media, billboards, adverts, brand guidelines, and more. However, businesses must not overlook the significance of their employees as brand ambassadors. During a workshop for a banking institution, Philip Nai emphasized that front desk attendants, security personnel, customer service officers, drivers, receptionists, and other frontline employees must understand the brand.
Customers form their perception of a brand through interactions with these individuals rather than through marketing materials. A rude security officer, unresponsive receptionist, or impatient customer service representative can negate even the most sophisticated advertising. Every interaction, whether in person or over social media, is an opportunity to reinforce the brand promise.
Therefore, employees must comprehend the brand's values, the customer experience, and their personal contribution to delivering the brand promise. This requires comprehensive brand training extending beyond marketing. Small details like a warm welcome, a polite greeting, or a patient response to a complaint can significantly impact a customer's perception of the brand.
Investing in both external and internal brand identity is essential. While a strong logo and compelling campaigns attract attention, the consistent, positive experience provided by employees ensures customers remember the brand beyond the advertisement. Philip Nai, a Media Executive and Chartered Brand Professional, stressed that every individual interaction can be a powerful brand moment that may outshine even the most expensive advertisement.
Written by urgent.news from MyJoyOnline Ghana's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
