Do Your Habits Match Your Brand?

By Andrea Goulet

A brand is more than a name, logo or corporate colors – it's everything your prospects, customers or vendors use to form an opinion of your firm. As Jeff Bezos (yep, the Amazon.com guy) says, "Your brand is what people say about you when you're not in the room." And that means everything – from the way you answer the phone, to how you sign off on your e-mails.

Take for example Craig Galati's thoughts on how a firm's habits can create a disconnect with their brand:

"I remember one time walking into a Big 5 accounting firm's office. This firm had built its brand on accuracy, professional service, and strategic advice. My appointment was at 9:00 a.m. By 9:15, the receptionist still couldn't find the person I was supposed to meet with. As I stood in the lobby, I noticed the receptionist's disheveled desk. Papers were not organized; folders needing to be filed were stacked on the floor.

I tell you this story not to pass judgment on this firm but to demonstrate the power of the little things. This was my first experience with the firm. This experience offered an opportunity for the firm to reinforce my perception of its brand, or in this case, to change my belief."

A brand is not just what you say you do – it's what you actually do. And fulfillment of your promises is an integral part of building your credibility. Think of it this way:

• If you tout excellent customer service and your receptionists are rude clients will pack up and leave.
• If you claim quick delivery and your logistics can't back it up people will buy from someone else next time.
• If you brag about your quality and it's just not there you can expect people to bash your brand to their friends.

The strongest brands are a reflection of authenticity. They embrace the true culture of the company. They're transparent, honest and true to themselves.

Like people, a company's brand is all about reputation – what do people say when you're not in the room?