The Power Of A Good Brand
As a brand and marketing expert for a company, I am trained to analyze brands, positioning, placement, user experience, etc. To me, a lot of things can impact whether a brand is powerful. What makes a good brand? We all have many ideas of what makes a great brand or lack thereof. But this topic can be somewhat subjective.
Today I am going to discuss one of those things: customer experience. I was recently at a Chick-fil-A to fulfill my weekly waffle fries craving. When I grabbed my lunch and went to the condiment section, I noticed a 1-ounce plastic portion container filled with cheerios.
What is so special about something so ordinary as a container of cheerios, you may ask? Chick-fil-A has taken two ordinary things (container + cheerios) and combined them to be extraordinary.
I know, you parents know where I am going, but for everyone else: cheerios are the best solution to help soothe a crying baby.
Chick-fil-A has once again gone where no other food company has gone. Here are a few ways your brand rocks and it has nothing to do with your logo or the awesome cows.
5. The pleasant smile I receive when I place my order. I appreciate you appreciating me.
4. Every employee always seems to respond with "My pleasure." How you get teenagers to say "My pleasure" is commendable, and yes, it makes me feel good.
3. Your facilities are always clean and sanitary. In fact, the three second rule could be extended to 10 seconds at a Chick-fil-A.
2. You help build strong family relationships. "Daddy-Daughter" & "Mother-Son" Date Nights. As parents, we need opportunities for times such as these.
1. You tipped the scale and simply amazed me with your latest thoughtfulness: the cheerios! In a small package, you now have helped parents, served the smallest of your customers (toddlers), all while maintaining a quieter atmosphere. Brilliant! Just plain brilliant.
That is a great brand. That is a company that cares. It's the small touches that can make a big impact!