A brand is the customer’s total experience of the product. If I had a dollar for every time I have said those words, I could buy myself a couple of pairs of very sexy shoes.
Whether it has been in the course of defending a position in the boardroom or interrogating a product in the kitchen or arguing with journalists on the merits of a particular newspaper, I hold fast to the fact that brands are so much more than their visual presentation.
At a branding forum I attended a couple of months ago, workshop participants were asked to name their favourite brands and explain what they like about them. Because the room was full of practitioners in branding it was always going to be a loud and raucous discussion point and I am sure this was the very objective of the person who designed the questionnaire.
It got me thinking though, about the brands that I like and about the reasons I like them so much. Hovering somewhere near the top of the list was the United Nations (UN). I love the UN brand because I like the concept of the world being united for good.
I am not so naïve as to disregard the flaws and failings of the UN as we know it today, some of which are gargantuan, but I can’t help feeling that to dream a dream as big and as ambitious as the UN deserves, at the very least, a verbal salute. Here’s an excerpt from the Preamble to the charter of the United Nations:
“We the peoples of the United nations determined to save succeeding generations from the scourge of war, . . . to reaffirm our faith in fundamental human rights, in dignity and worth of the human person, in equal rights of men and women and of nations large and small . . . and for these ends to practice tolerance and live together in peace with one another as good neighbours . . .”
How can you remain unmoved by such an ideal? Sometimes a brand can tickle you with its visual presentation, then proceed to satisfy you with gratifying delivery.
For instance, I love, love, love, love the BancABC branding! You’ve got to love the combination of deep yellow and crisp navy, not to mention the pictures of impossibly good-looking people in their advertisements.
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Add to that well-groomed, and articulate customer interface staff who actually know what they are talking about and who can deliver bad news with charm and good humour and you’ve got the makings of a winning brand. Now all we have to do is expand the actual range of services.
Speaking of service, is there anything more irritating than someone who is employed and operating in a service position, but actually has no understanding whatsoever what the meaning of service is?
I feel for people anywhere who go to great lengths to develop incredible brands, ensure product consistency all over the continent, only to have to rely on lackadaisical service people for the ultimate delivery. Sigh!
The other day I approached a fast-food stand at a local fair and found all the staff sitting back eating said fast food. I asked if they were open and they said, “Yes”. I then asked if they wouldn’t mind standing up so they could serve me and they said, “It’s just that were still eating our lunch.” “Oh, so are you closed for lunch then?” I asked. “No,” was the response. I can only shake my head. The apathy of these young people ruined an otherwise great brand.
The sad thing about this incident is that they probably went away wondering what was wrong with the pushy woman trying to boss them around. And unless someone says something, they will never know or improve.
This is part of the trouble with a pervasive culture of poor service. We all become so used to being treated badly that we simply swallow it. The net result of our silence is that we perpetuate the offence and in fact become enablers. It’s a vicious cycle. Talk of fast food brings me to one of my favourite brands — Nandos.
There is nothing quite like Nandos anywhere in the world. It’s not just the actual taste of the chicken, but more the values associated with it. The daring combination of a fun, free spirit, combined with strong family values and juxtaposed with a risqué communication style, is singularly. . . well, unique. And given that is is a brand that was developed in Africa, we can all be very proud.
Of course there are a dozen other brands that thrill me. I feel humbled in the presence of Cartier, because of its sense of quiet superiority and understated luxury. I am daunted by Coca-Cola because its achievements in branding are unparalleled and I am in awe of the Red Cross for the same reason.
A small but supremely likeable local brand that delivers consistent high quality is Kefalos. In my own opinion, no one can beat them for cheese, yoghurt and related dairy products.
I could go on, but they only give me so much space and in case you are wondering: no, none of these brands are paying me for the endorsement! I am a genuine fan of each of them. Let us know what some of your favourite brands are and why.
Thembe Sachikonye writes in her personal capacity. Readers’ comments can be sent to
Follow Thembe on www.twitter/localdrummer
