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“We don’t know the people behind Pepsi or Coke, but the brand has a valuable cache. A “brand” is nothing more than a symbolic identity a company creates to reflect itself and the mission of the company. Any company can enhance the value of their name by paying attention to the reputation of the company and its products in the marketplace.

“What do people think when they hear about Tommy’s Pizza or Vic’s Vending? Do they think at all? If they don’t, perhaps they should. What is Tommy’s business idea? ‘I make pizzas, and people like pizzas, no one sells pizzas around here, so I’ll set up a store.’ But if Tommy refines the idea by thinking ‘There are a lot of people in the area at lunch time who could really enjoy pizza by the slice and I can build their loyalty by giving them great pizza, fast, fresh and hot, for lunch.’ His task then, is to fulfill that idea in an outstanding manner.”

“Tommy really wants people to associate his name with quality, so he uses the finest ingredients and he’s generous with the size and with the toppings, and he offers a variety of pizzas always ready to go. All of those are ways that Tommy is trying to increase the attractiveness of his name when people think of pizza. The more value he can add to his product, and the more excited he can make his customers about his product, the more valuable his brand name becomes. People become more loyal to it, more dedicated to it.”

“Now, let’s pretend that Tommy gets more successful and has a couple of stores and a bunch of teenagers and college kids working in them. These kids have the power to add to the value of Tommy’s name in the minds of customers by carrying out the standards, by being helpful and polite and always upholding the value that Tommy feels is the key to his business.”

“Those same employees, however, if they don’t “get it,” if they feel like they’re just making pizza instead of being a destination point for dining, they’ll be a major drain on the worth of Tommy’s name. On the other hand, Tommy is entrusting them(in remote locations) to represent his name, and the brand identity of his company.

“That may be a simple-minded way to illustrate this point, but I think it’s an accurate way of showing how the business idea tries to communicate a value and a promise to customers, and then how communicating that to the workforce really can enhance the value of your company’s identity in the marketplace.”


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