Service Branding: The Experience Is the Brand
With goods, the product is the primary brand. With services the company is the brand — and so is what the person actually went through.
A club has no product: it has an event, the conversation afterwards, and how it treated you when something went wrong — so here the organisation is the brand.
- The presented brandName, posters, wording, what the room looks like. This makes awareness.
- External communicationsWhat is said about you without your permission. You have influence, no control.
- ExperienceWhat actually happened to a person at the door. This is what decides meaning.
- The situation
Fewer people are coming than last year, and the board decides to redo the logo.
- What the model says
Good design on a poor event only brings people to the poor event faster. Your brand is the volunteer at the sign-in desk.
- What you do
Go to your next event as a newcomer and record four things: how many seconds before anyone spoke to you, whether you knew where to sit, whether anyone gave their own name, whether anyone messaged you the next day.
What it claims
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Who created it
Why this is your problem
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Why gslk uses it
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Where it runs in the product
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Source
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The primary source is in copyright. This page retells it in our own words and cites it rather than reproducing it.
These works are related to the one you just read — and not by accident:
shared competencies: Brand and value, Rhetoric
shared competencies: Mobilising others, Rhetoric
shared competencies: Brand and value, Rhetoric
shared competencies: Mobilising others, Rhetoric
Of the ten gslk competency domains, this work grounds:
The same work written for a member: what to do with it in the club.
Links to publishers and libraries. There are no links to unauthorised copies here, and there will not be.
- Cultivating Service Brand Equity — the article at the publisher
- Leonard L. Berry's profile at Texas A&M's Mays Business School
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