Brand Values: How do your employees impact them?
I was sitting outside my Toronto home yesterday afternoon in an effort to get a change of scenery and catch up on some reading when a Canada Post delivery truck drove up and parked directly across the street. The driver was young, and was obviously unaware of his actions, yet the blaring 'death metal' music that was coming from the open windows of the truck did much more than unleash an unwanted soundtrack to my leisure time. It actually started to make me question whether or not the Postal Service has policies for how their drivers should behave when on their delivery route.
As Canadians, we all use Canada Post and interact with them just as much as, if not more, than with any other brand. They are the brand that we trust to get our correspondence, packages, gifts and other bits from our hands to others. Over the past few years, Canada Post has positioned themselves as the most reliable delivery service for Canadians who need to send items from point A to B and have reinforced the power of their network which reassures consumers that what they are sending will get there without interruption or delay.
Strategic partnerships with companies like Ebay.ca illustrate that they are innovative and in touch with Ecommerce trends and as time goes on, I am sure that they will do their best to be on-trend and offer Canadians the services that they need and want.
Still, that blaring 'death metal' music coming from the Canada Post vehicle was providing more than a soundtrack to my afternoon on the front porch. As the vehicle stayed parked and the driver got out and started to walk towards the homes to deliver the packages, I really started to get annoyed and began to wonder if anyone else was feeling the same way? Personally, I like all genres of music, yet this felt more like an intrusion than an enhancement. Should drivers of Canada Post vehicles cruise through neighborhoods throughout their work-day blaring such music? Should they raise the volume on any sort of music at all? Is Noise Pollution really what they are after here? I would think not, but who really knows for sure......
The end result is that as good a job as marketers can do to deliver communications and messages that reinforce brand values and position their brands, they still have to contend with employees who represent the brand and can have a positive or negative impact on what they are trying to do. This particular case is an obvious one. Employees who wear the uniform and drive the truck that is all decked out in Canada Post branding should represent the core values when doing their job. Blaring 'death metal' music while en-route impacts the brand negatively. Branding must be done on an internal and external level and it's important to communicate the values to those that work for the company, not just marketing partners and your customers. That is why employees need to be briefed and reminded of the core brand values of the brand and how that brand should be represented when they are on duty.
I just might give Canada Post a call to see how they feel about this sort of thing. Stay tuned...
As Canadians, we all use Canada Post and interact with them just as much as, if not more, than with any other brand. They are the brand that we trust to get our correspondence, packages, gifts and other bits from our hands to others. Over the past few years, Canada Post has positioned themselves as the most reliable delivery service for Canadians who need to send items from point A to B and have reinforced the power of their network which reassures consumers that what they are sending will get there without interruption or delay.
Strategic partnerships with companies like Ebay.ca illustrate that they are innovative and in touch with Ecommerce trends and as time goes on, I am sure that they will do their best to be on-trend and offer Canadians the services that they need and want.
Still, that blaring 'death metal' music coming from the Canada Post vehicle was providing more than a soundtrack to my afternoon on the front porch. As the vehicle stayed parked and the driver got out and started to walk towards the homes to deliver the packages, I really started to get annoyed and began to wonder if anyone else was feeling the same way? Personally, I like all genres of music, yet this felt more like an intrusion than an enhancement. Should drivers of Canada Post vehicles cruise through neighborhoods throughout their work-day blaring such music? Should they raise the volume on any sort of music at all? Is Noise Pollution really what they are after here? I would think not, but who really knows for sure......
The end result is that as good a job as marketers can do to deliver communications and messages that reinforce brand values and position their brands, they still have to contend with employees who represent the brand and can have a positive or negative impact on what they are trying to do. This particular case is an obvious one. Employees who wear the uniform and drive the truck that is all decked out in Canada Post branding should represent the core values when doing their job. Blaring 'death metal' music while en-route impacts the brand negatively. Branding must be done on an internal and external level and it's important to communicate the values to those that work for the company, not just marketing partners and your customers. That is why employees need to be briefed and reminded of the core brand values of the brand and how that brand should be represented when they are on duty.
I just might give Canada Post a call to see how they feel about this sort of thing. Stay tuned...
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