When we talk about brand or brand management, probably what pops in the mind of most people are logos, ads, songs, campaigns and all the unique identifiers that make a brand be visible and highly recognisable.
A less spoken component of a brand is how every employee interacts with the customer and conveys the tone of voice and brand ideals, with emphasis to the “frontline”, such as customer support and customer success.
How do you, brand experts, make sure that the brand is also lived and assimilated, in every interaction with the customer, in a daily basis, knowing that normally those interactions start with a problem that needs to be solved and need to be shaped into a positive brand experience?
