Lori Pendleton, Marketing Communications Specialist - Helping Businesses Find Their Voice
RSS Follow Become a Fan

Recent Posts

The Future of Content Marketing Lies in the Past
Super Bowl 2014: Pricey Ads for Things I Don’t Need
How to Tone Up Flabby Writing
Is It Time to Hire New Employees?
Use Your Copy to Woo Your Prospects

Categories

Brand Strategy
Business Operations
Copywriting
General
Marketing
Online Strategies
powered by

Learn More about Marketing

Use Your Business Operations to Reinforce Your Brand Strategy

Branding is more than skin-deep; at least, it has to be if people are going to believe it. 

Some businesses promise the moon and stars in their marketing messages, but the actual customer experience falls far short.  Why?  Because the marketing team is making a promise the rest of the business can’t deliver. 

Many businesses tend to forget that customers aren’t working with marketing departments; they’re working with customer service, salespeople, and to a lesser extent, shipping and inventory.  If those departments can’t deliver your brand promise, customers walk away, and they talk about it along the way, guaranteeing a cold response in future marketing efforts. 

If you want your brand promise to be real, get the rest of your business up to speed.  Here are some examples of how key areas of your business need to be reconfigured to bring your brand to life. 

Fast Service 
We’re all in a rush, so fast service is quickly (pun intended) evolving from a luxury to a necessity.  If your business can’t do it fast, customers will find one that can.  Your marketing team can’t make your business the fastest in town; only your back-end operations can do that.  

Basically, this means streamlining your supply chain.  Implement solutions that update inventory and shipment data in real time.  Configure your warehouses and distribution centers to ensure quicker and more efficient deliveries.  If you deliver your own products, schedule trucks and use tracking systems to monitor and improve driving times.  Take all the wrinkles out of your delivery times and be known for fast service, not just talking about fast service. 

Reliable Support 
A sale is never final, or at least it shouldn’t be.  This is especially important since consumers see companies more and more as trusted sources of information.   Any site can offer great prices, but how many can offer knowledge?  With the right staff in place, yours can. 

This falls mainly on the shoulders of customer and tech support.  Most businesses hire people to look up order status and do little else, but customers will remember a business whose reps can answer complex questions, offer strategic advice, and make smart product recommendations.  When you hire knowledgeable, friendly people to talk to your customers, you’ve just made your brand promise of reliable support come true.   

High Quality 
A certain chain store that can fill two football fields took off because its prices were lower than the mom-and-pop competition and even the less big chain stores.  You’re never going to be able to complete on prices, but you can compete on quality if your operations make it possible.

Here’s where your purchasing team comes in.  Source the best materials for your products and negotiate the best prices.  Find the most efficient manufacturing methods and utilize everything from safety standards to quality assurance tests.  Constantly monitor suppliers to ensure their standards are as high as yours.  Maintain high quality throughout your supply chain and you’ll have no trouble assuring quality to your customers. 

A brand is more than skin deep; it goes all the way down into the teams that keep your business running.  Your brand promise can be reliable and true, but only if the rest of your business is delivering it.

13 Comments to Use Your Business Operations to Reinforce Your Brand Strategy:

Comments RSS
Tony Fawaz on Tuesday, January 08, 2013 4:39 AM
You have distributed very awesome recommendation for company. I think this will help many individuals like me. Thank You.
Reply to comment
 
Chester SEO on Tuesday, March 05, 2013 6:23 AM
Your writing has impressed me. It’s simple, clear and precise. I will definitely recommend you to my friends and family. Regards and good luck. Keep blogging...


Call handling services on Tuesday, March 19, 2013 7:35 AM
A fine quality educational blog! I like the way blogger presented information regarding the concerned subject. Thanks for posting such a nice blog. Keep blogging...


Birmingham Accountants on Monday, April 01, 2013 7:31 AM
Actually motivating and very much convincing post! Thanks for sharing this commendable content. I will definitely like to join. Regards. Keep it up...


SEO Consulting Sydney on Thursday, February 14, 2013 6:32 AM
I admire your thoughts and your way of expressing and putting great efforts on your business which is really something nice. We need more writers like you.
Reply to comment
 
Virtual Office in London on Thursday, April 25, 2013 5:34 AM
Great, i am totally agree with you. I think all this info about the business operations helps the people to grow the business. Thanks.


ANU Foundation on Monday, February 25, 2013 6:31 AM
This was an excellent discussion over business strategies. I was looking for it. Thanks for sharing.
Reply to comment


online rsa Queensland on Friday, March 22, 2013 6:24 AM
I am impressed by your knowledge and ideas for business. You are genius n this field. Hats off for your work!
Reply to comment


Destination marketing speaker on Tuesday, April 09, 2013 2:39 AM
You have shared nice details for brand strategy. The content was informative and effective.
Reply to comment


mains on Wednesday, April 17, 2013 4:04 AM
I think for making a great business you have to make the great clients.Sometimes it is extremely difficult to explore good and useful information out there
Reply to comment


Equity tips on Monday, April 29, 2013 7:09 AM
I'm happy that I found your blog while searching the internet for ideas and good content. It's very informative and the quality of your posts is excellent.
Reply to comment


Contractor accountant on Thursday, May 16, 2013 4:41 AM
Writers’ view point is extremely convincing on the related issue. I like the accurate facts and details provided in the post. Thank you for posting this great content. I was searching for this subject for a long time...
Reply to comment


Cheap Virtual Office in London on Tuesday, May 21, 2013 12:31 AM
I always like to read a quality content having accurate information regarding the subject and the same thing I found in this post. Anyone can easily understand the thoughts. Also I like the conclusions made on this topic which is really very informative...
Reply to comment

Add a Comment

Your Name:
Email Address: (Required)
Website:
Comment:
Make your text bigger, bold, italic and more with HTML tags. We'll show you how.
Post Comment