More and more companies are revitalizing their brand with a new logo, building
remodels, new uniforms, advertising campaigns, and the like. Typically everyone, both
inside and outside the company, gets excited about the new look and message. After all,
it's cool to have the latest and greatest of anything.
However, many of these companies fail to recognize the intangible assets. Yes, the
tangible assets have been updated, but what about the employees? Has any thought or
investment been put towards them? If you remodel a restaurant but provide the same
average service and food quality, the customers who already promised you a second chance
still will not come back.
Investing in the internal brand leverages your investment and can help ramp it up to even
greater heights. The new revitalization will unduly bring more customers in, so
expose those customers to a new high level of outstanding service. They'll immediately
realize the new look and feel and be back more often.
Marketing should be the final step in your game plan once operations are executing at a
high level. Show off the absolute best product you have to maximize your investment.
The same holds true for remodeling — invest internally before promoting / investing
externally. Your customers (and your wallet) will appreciate it!