Skip to main content

Branding should also consider Customer Service

Branding a company is important for distinguishing it clearly from the competitors through planned communication strategies but it also expands to other functional areas in the company, for example, a reliable customer service when dealing with customers’ email, written, personal and telephonic enquiries and basically all instances where customers come into contact with the company. A reliable customer service is also applicable to effective brand administration in that customers can benefit by the whole administration process.  As indicated in previous posts, the role of happy employees in this regard is of utmost important.  The happier the employees, the better the customer service will be.

But how should it work?  A brand communication strategy, as part of an internal communication strategy, should include strategies how to offer value to the customer in all areas of service delivery, including administration. When a company has inefficient administration, it often results in losing valuable customers. All companies have customers that complain but what set them apart from the competitors is how these complaints are resolved. Kevin Levin Keller’s strategic brand management principles reiterate that for branding to be successful customers must perceive the company to be different. The company must provide value to the customer and employees in all areas of its operations. In short it must deliver what it promises.

A company should provide value through the way it communicates and deals with its customer and employees. This thus also includes brand administration which is all about controlling  branding techniques and messages of the company, integration of messages across all the different media platforms resulting in consistent brand communication. All communication in the company, its technology, marketing infrastructure and expenses should be well-run as administration and branding should complement and reinforce each other.


A brand is well administered when both customers and employees link their quality of life to the company's brand.

Related Posts

The role of business communication in employee branding

How Resonance in Leadership affects the corporate image

Popular posts from this blog

The role of the manager in effective business communication

Business communication is no longer about how to write a letter, email or use effective writing skills.  It has also extended to other areas in the business, for example, excellent relationships within the business. A manager should not only concentrate on successful communication with its external clients, customers and stakeholders.  The employees of the business actually areinternal clientsand should also be treated with care.  Many scholars refer to this asinternal marketing, a very important feature of good business communication.  Employees’ well-being and work satisfaction play a large role in their productivity and how loyal they will be towards the business.  The role of the manager is to ensure good relationships with and among employees.   A healthy working environment is equally important.  Previous research has indicated that employees also have other career aspirations than only a salary.
Unhappy employees as a result of poor communication processes in the business can ne…

Why does Business Communication influence Corporate Image?

The way in which a business is perceived, positively or negatively, constitutes its corporate image. The corporate image is inseparable from all the activities within a business as it generally includes the overall picture that people have of a business. The corporate image of a business is also directly related to communication in the business.

The way in which a manager deals with employees will have an effect on employee morale and motivation. Lack of motivation among employees or little knowledge of products or services will impede good customer service. If employees deal with customers in an unprofessional manner, those customers will perceive the business in a negative way. How customers experience the products or services or their personal contact with the business, can result into either positive or negative viral marketing for the business. Customers have access to numerous social media platforms to post either complaints or compliments about the business. Word of mouth i…

Why Feedback is important in your Business

Employees generally welcome feedback from managers, not only  constructive feedback  about their own work performance, but also about any undertakings in the business which directly relate to their tasks.  Managers tend to forget that well informed employees are more productive and also focused on achieving business objectives.
So what kind of  feedback should a manager give to employees?
Feedback on work performance without discouraging the employee, thus constructive remarks to help the employee grow and prosper to the benefit of business goals.   The annual performance interview is the ideal place, but feedback could also be continuous throughout the year in less formal settings.Feedback about all activities and undertakings in the business.  Large businesses have their own public relations officers dealing with internal communication according to an internal communication strategy.  But employees will also value information directly from the manager(s).  This will put their tasks…