Think of a brand as a person

Key points from the chapter

Think of a brand as a person

People relate to service brands like their other personal relationships, using all their senses to set their expectation before actually experiencing the service itself.

People with the right attitude and approach will personify your brand. Give them authority and discretion to flex their appearance, behaviour and communication depending on the particular situation in hand.

If you have more than one service brand within your portfolio, make sure that the skills, experience and personalities enable each of them to compete strongly in their respective markets, and not with each other.

Proactively manage the relationship between your service brand or brands and the personal brands of the key people that work for them.

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