Your brand ambassador is the first person to answer the phone when someone wants to make a reservation or purchase. Your brand ambassador says "thanks for visiting" when you walk in the door or maybe even offers to help you...

All this money is spent on finding the right messaging - and then we rarely tell our front line people what the message is. If customers are drawn into a store by the promise of a particular experience and that experience isn't taught to the staff it'll likely end badly.

I had this lesson reaffirmed yesterday at a client site. Everyone from the valet to the president knew what the existing brand was - and they enthusiastically reinforced it with every word. It's refreshing and incredibly pleasing to see in action.

"So that is why people come here" ran through my head about a dozen times.

Good team and good times. Looking forward to continuing work on their new project.

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925