Questions for Hospitality to Ask Itself
|by Richard K. Hendrie, February 2005
I believe that most business people, if given the chance, want to make their brand better and more competitive to achieve the twin goals of on-going & acceptable profit and life-long consumer loyalty. The realities of doing so are difficult. Many just don’t know how to get to that next level: creating a remarkable brand whose sum is greater than its constituent parts. What is a remarkable brand? It starts with absolute clarity about who you are and what you stand for. I call it ‘the sword in the sand’ – those few key values, animated by seminal life experiences that brought you to your business and get you up every day to return to the battle. As Mr. Shultze said to his new recruits, your associates (and by extension, your guests) have the right to know your ‘hopes, dreams and goals’.
The second element is a profound understanding of your consumer’s expectations, with one caveat: there is no real value in using a consumer’s current expectations as a meaningful benchmark. Most people’s expectations are exceeded when they get fundamental services provided pleasantly or products served as ordered. That’s no standard that I’m interested in using. No, go deeper and ferret out what your consumer’s hopes are around the experience you provide and make that the baseline for standards measurement. You not only will see what it is you need to eliminate, but those elements and attributes you should celebrate. It gives an entirely different context from which you develop both your brand story and the practical processes needed to deliver it.
Thirdly, you have to develop your story that not only describes the ideal guest experience, but also incorporates the animating force inherent in your true values and your consumer’s hopes. The story becomes the trunk of your business tree and everything, I mean everything, else is derived from it. It includes how and with whom you do business, the ways you hire and train to the meaning you imbue in every moment of the consumer’s buying experience. It is a whole business system, whose soul is your story.
Now, let me give you a handful of questions to ask yourself, if you wish to go on this journey to remarkable branding.
FIVE Remarkable Branding™ QUESTIONS
If you feel like sharing your insights with me (confidentiality assured) I’d be delighted to give you my feedback, free of charge. If not, let these questions be the springboard to remarkable-ness.
|Also See:||Great Service Grows From Great Praise / Richard K. Hendrie / February 2005|
|Is it ROI, Return On Investment or ROL, Return on Loyalty / Richard K. Hendrie / January 2005|
|Brand Enhancement: Invite Surprise and Delight Into Your Operation / Rick Hendrie / November 2004|
|Your Experience Is The Brand; Good Hospitality, Food and Service Are Merely Entry Points into Being Competitive / Rick Hendrie / November 2004|