Branding

What Brand Means.

I spent a good portion of a weekend a few weeks ago with a customer that was having a quality problem. There's no point in going in to the nature of the customer or the problem, but suffice it to say it was a bad problem, and by far and away the most expensive kind: one that put the customer's brand at risk. For those that deliver service via the network (or free software), brand is all you've got. It's not an asset, it becomes the asset.

The quality problem I mentioned was customer specific, and had a very real impact on tens of thousands of consumers. And lest it go unsaid, I was really proud of our Services team. They managed the unmanageable, they guided everyone through the unexpected (me, even). They understood what Service meant, they understood the customer's brand, and they understood the role Sun played in fulfilling it.

The saying goes, "a brand is a promise." On a personal level, I've always felt that statement was incomplete. A promise is the lowest common denominator of a brand - it's what people expect. Think of your favorite brand, whether search engine or sneaker or coffee shop or free software, and you'll know what I mean - a brand is an expectation. If you experience anything less, you're disappointed. A promise seems like table stakes.

But a brand must go beyond a promise। To me, a brand is a cause - a guiding light. For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected. It's what tells your employees how to act when circumstances (and customers) go awry, or well beyond a training course. My first real experience with that was a personal one.

Click here to read the first real personal experience....lots to learn there....