Minding Your Own Brand

Can I put you on hold? ... Continued

By now you may be saying, “My company is okay because we use a local radio station as hold music.” Well, this can cause a loss in customers even faster. I was on hold one day with my car dealer waiting to schedule a brake job. As I waited on hold for what seem like an eternity, I heard a radio ad for another garage complete with a phone number. So I hung up, dialed the number and got an appointment right away. They are now my car mechanics.

When developing a long-term branding strategy, it is necessary for organizations to examine all aspects of their business. They must consider that everything they say and do is communicating a brand message and therefore must be taken into account. So when a company asks, “Can I put you on hold?” they should also ask themselves “Will the customer be there when we pick back up?”

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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