restaurant is. You’re exposed to TV, radio, billboards and newspaper ads telling you how great it is. You’ve processed all these positive marketing messages and, at this point, the restaurant’s brand is strong. So you decide to go there for dinner. Now lets say when you get there,
you fi nd the selection limited, or the prices too high, or your tableware not clean, or your waiter doesn’t know how the menu items are prepared. Or even worse, the food tastes awful. Your experience will overpower the messages that created your initial perceptions. You will most likely replace your positive brand perceptions with negative perceptions. Real-life experiences with a company have a greater impact on how you perceive that company than any messages you received. In short, your brand resides in
people, not in your company. And peoples’ perceptions are impacted by their total experience with your company, not with just marketing messages. Of course, this phenomenon applies to all companies, not just restaurants. It’s applicable to every company in the aviation industry that sells products or services. Your marketing activities will help shape your brand. But your customers’, consumers’ or prospects’ experiences with your company will have a much greater impact on their perceptions of your brand than any of your marketing activities. Your advertising, publicity and other promotions may stimulate people to buy your product or service, but their experiences with your company will defi ne your brand and determine if they want to do business with you again. If you ship a product late, or shipped the wrong product, or didn’t package it properly so that it was damaged in transit – your brand is damaged. If your sales people are not knowledgeable or responsive
– your brand is damaged. If your invoicing is fl awed – your brand is damaged. If your facility is not clean and customer-friendly – your brand is damaged. If phone calls aren’t returned promptly – your brand is damaged. If one of your employees
is not familiar with your company’s policies – your brand is damaged. ENOUGH! You get the point. Every person in your company
contributes to the delivery of what you off er. Consequently, every employee is working in your
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