Are You Managing Your Brand?

1.

Some organizations have a person or even an entire department dedicated to managing the company brand. In the next few minutes you are going to see that no matter what your job title is, you are responsible for managing - and protecting - the brand. You are also going to learn that a brand is not the same as a logo and that brands are really nothing more than a set of expectations in the mind of your customer.

2.

The strength of a brand is determined by how consistent or reliable it is. Take for example, McDonald's. Most people don't think of McDonald's as having the greatest food in the world but you can bet on McDonald's to be consistent no matter where you find them. You have heard the saying that a chain is only as strong as its weakest link. Our customers see the logo (our sign) and use their experience with other UVair FBOs to predict how they will be treated it they do business with us.

3.

Click to play video.

4.

There are corporate brands and personal brands. In fact we all have multiple brands. You might be a parent, a relative, an employee,or even the owner of a business. In each of those roles you must satisfy a different set of expectations. All brands are based on a set of values. The better you understand the values the better you understand the brand and what is expected of you. It's important that all of your little brands, call them MicroBrands, be congruent... or said another way, represent your personal values. When the work values conflict with your personal values, it causes stress.

5.

People have brands, too! Sometimes customers stop just to see one special person. That's an instance where a personal brand can be very powerful; some might even say, more powerful than our brand.

6.

Select the best answer.

A.

Brand management is done by our marketing department.
B.

Every employee is responsible for managing our brand.
C.

You can't manage something you can't see.
D.

Brand management is part of our mission statement.

Correct Answer
B. Every employee is responsible for managing our brand.

Explanation
The given answer, "Every employee is responsible for managing our brand," is the best answer because it aligns with the idea that brand management is not limited to just the marketing department. It suggests that every employee plays a role in maintaining and promoting the brand, emphasizing the importance of brand consistency and the involvement of the entire organization in brand management. This answer also addresses the notion that brand management requires visibility and awareness, as it highlights the need for employees to actively participate in managing the brand.

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7.

Which statement below most accurately reflects good brand management?

A.

The appearance of a ramp agent is important but has nothing to do with brand management.
B.

Cleaning the restrooms definitely is not an example of brand management.
C.

Brand management is a function of our marketing agency.
D.

Anything you do that influences a customer's expectation is an act of branding.

Correct Answer
D. Anything you do that influences a customer's expectation is an act of branding.

Explanation
The correct answer states that anything you do that influences a customer's expectation is an act of branding. This means that every interaction and touchpoint with a customer has the potential to shape their perception of the brand. Brand management goes beyond just marketing and includes all aspects of a company's operations, from customer service to product quality, to create a consistent and positive brand experience.

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8.

The brand is designed to make you think about the logo.

A.

True
B.

False

Correct Answer
B. False

Explanation
Nope, it's the other way around. You see the logo and then think the brand.

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9.

Another way to think about a brand is that a brand is a set of customer expectations.

A.

True
B.

False

Correct Answer
A. True

Explanation
A brand can be understood as a set of customer expectations because it represents what customers anticipate from a particular product or company. These expectations are formed based on past experiences, advertising, word-of-mouth, and other factors. A brand that consistently meets or exceeds customer expectations builds trust and loyalty, while a brand that fails to do so may lose customers. Therefore, viewing a brand as a set of customer expectations helps us understand the importance of delivering on those expectations to maintain a positive brand image and customer satisfaction.

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10.

People have personal brands. When you say someone's name a unique set of expectations comes to mind. True or false, a person's brand can be more powerful than our corporate brand.

A.

True
B.

False

Correct Answer
A. True

Explanation
A person's personal brand refers to the unique set of expectations that come to mind when their name is mentioned. This personal brand can often be more powerful than a corporate brand because it is directly associated with an individual and their reputation. People tend to have stronger connections and trust with individuals rather than faceless corporations, making a person's personal brand more influential and impactful.

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11.

Now that you have seen the video, select the best answer.

A.

Brand management is done by our marketing department.
B.

Every employee is responsible for managing our brand.
C.

You can't manage something you can't see.
D.

Brand management is part of our mission statement.

Correct Answer
B. Every employee is responsible for managing our brand.

Explanation
The correct answer is "Every employee is responsible for managing our brand." This answer is supported by the statement that "Brand management is done by our marketing department." This implies that brand management is not limited to just the marketing department, but is a responsibility shared by all employees.

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12.

Now that you have seen the video, which statement most accurately reflects good brand management?

A.

The appearance of a ramp agent is important but has nothing to do with brand management.
B.

Cleaning the restrooms is definitely nor an example of brand management
C.

Brand management is a function of our marketing department.
D.

Anything you do that influences a customer's expectations is an act of branding.

Correct Answer
D. Anything you do that influences a customer's expectations is an act of branding.

Explanation
The correct answer suggests that anything a company does that influences a customer's expectations is considered an act of branding. This means that brand management goes beyond just marketing and involves all aspects of a company's operations, including the appearance of employees and the cleanliness of facilities. It emphasizes the importance of consistently meeting or exceeding customer expectations in order to build and maintain a strong brand image.

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13.

If personal brands can be more powerful than corporate brands which of the following is a true statement?

A.

Brand managers should focus on quality product and low prices.
B.

Nothing is more attractive to potential customers than a slick logo.
C.

Hiring is the most important part of managing the brand.
D.

Each of our locations offers different levels of service.

Correct Answer
C. Hiring is the most important part of managing the brand.

14.

Choose the best answer.

A.

Managing conflicting brands is just a part of life...learn to deal with it.
B.

Training is a good way to get work and personal values in line.
C.

Most companies clearly state and support their values.
D.

If your personal values do not match the values at work, it's time to move on.

Correct Answer
D. If your personal values do not match the values at work, it's time to move on.

Explanation
This answer is the best choice because it suggests that if an individual's personal values do not align with the values of their workplace, it may be necessary for them to find a new job. This implies that personal values are important and should not be compromised, and that it is better to seek a work environment that aligns with one's values rather than trying to manage conflicting brands or trying to change oneself to fit into a workplace with different values.

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15.

Customers use brands to help them predict the quality of service they might receive at another location of the same brand.

A.

True
B.

False

Correct Answer
A. True

Explanation
Customers use brands as a way to gauge the level of service they can expect at different locations of the same brand. This means that if they have had a positive experience with a particular brand in the past, they are more likely to trust that they will receive good service at another location of the same brand. Similarly, if they have had a negative experience with a brand, they may be hesitant to try another location of that brand. Therefore, it is true that customers rely on brands to help them predict the quality of service they might receive at another location of the same brand.

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