Here’s a little anecdote from a shopping experience I had yesterday that shows how a subtle difference in language can really effect a brand experience.
My daughter broke her backpack and I went shopping for a new one. This is not an easy task by the way – three quarters into the school year the selection is very limited. It’s like trying to find a 4th of July sparkler in November. Anyway, I digress…
I went into several brand name shops in my local shopping area, frantically searching for the back pack, and I noticed something really important in visiting two stores back to back.
The sales clerk at store number #1 (Burlington Coat Factory) told me THEY don’t carry backpacks right now. The “THEY” she was referring to was the store she worked at. The employer paying her check. By using this pronoun it was clear to me that she didn’t really consider herself part of this brand. I love Burlington Coat Factory for its great selection and low prices but I was dismayed by this attitude.
The sales clerk at store #2 (DSW-Designer Shoe Warehouse) – also wasn’t able to help me find what I was looking for. But she said “I am sorry, WE don’t have backpacks in stock right now”. This subtle difference from “THEY” to “WE” told me that she realized that she was indeed part of the DSW brand. And my experience shopping there has been consistent, the sales clerks will spend a lot of time with you trying to help you find just the right pair of tall black suede boots size 9 (just for example).
Semantics? I don’t think so. I think a brand’s ability to deliver great customer service is linked to its ability to make its employees understand and feel that they are the brand. There is no “THEY” – there is only “WE”.
Do your employees understand this distinction? Are they taking ownership of your brand?
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