Great Service is Key to a ‘Dynamic’ Brand
June 10th, 2009 by Carol Dobies
We’ve been talking a lot about brands lately, so I thought I’d weigh in. This weekend I ventured out to the suburbs to find some sport wear for an upcoming trip to Colorado (I’m headed to Beaver Creek to bond with my Vistage group and join in some ziplining across canyons and white water rafting — perhaps I’ll share my adventure on my next blog). Even though it’s not a high adventure retreat, I needed a couple of things to round out my wardrobe. Heels don’t work so well on the trail, you know. Anyway, I went to a well-known adventure sports store that I’ve gone to since it was located in midtown. Although I had been to their posh new digs once before, this time, I found myself rebelling against the new store. Their modern retail surroundings and retail focus trumped the staff’s passion for adventure that had once drawn me there.
So, I drove two blocks to Dynamic Earth. A place where the staff put their heart into serving customers. They really get into helping you excel at your next adventure. The staff at Dynamic Earth focus less on the label and more about how your wearing the right thing will help you perform against the roar of the river, the heat of the sun, the torrential rains above tree line. Ok, I know what you’re thinking – this retreat doesn’t sound like those kind of “adventures.” It doesn’t matter — it wasn’t just about the clothes. I left with new information on whitewater kayaking clinics on the Mulberry River (something I’d been looking for), inspiration to get my kayak back in the water, and a deeper conviction that brand is about what you DO, not merely what the marketers write and create at the point of purchase. Great customer service and mission-passionate staff go a long way toward establishing strong brands.
