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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.

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