Form VS. Substance: what does this mean to a brand?
By M Nair
We tell everyone who would listen that form is important, but ultimately, it’s substance that goes the distance.
Form relates to the external and cosmetics of a person, a thing, a product or a brand. Substance is the measure of how the person, thing, product or brand is experienced. Which do you think is more important?
For many years, companies have focused on the form elements of their products and services. It’s always been about how something looks: the colours, the font or the logo. Today is the era of customer experience. Customers are more interested in knowing that you practice what you preach. They will only associate themselves with a brand that walks the talk. And how will they know that you practice what you preach? That depends on their experience with you at each point of contact (customer touch points). This is why we say substance goes the distance; because a customer experience goes deeper than how beautiful a logo looks.
Let me share with you my own experience and I hope you’ll see what we mean.
A few years ago, my daughter wanted to celebrate her fifth birthday in a ‘kids-friendly’ food outlet. We were having the birthday dinner while the children played in the indoor playground area of this restaurant. Cheerful fun and then – catastrophe: my daughter fell on the steps of the play area and there was blood everywhere. Not a pretty sight!
Now, while I was trying to staunch the blood flow and console a 5-year old who is screaming in pain, I ask the staff for help and for some ice. They appeared to be in a blur and gave me the ice…but nothing else! No one came up to us to see if there was any way they could help. Not one of them came over to find out what had happened! We rushed from the food outlet to the hospital. My daughter received five stitches to her chin and is still carrying that scar today.
Naturally, I was not impressed with my experience. The next day, I telephoned the outlet Manager to give him a piece of my mind. Imagine my shock when the manager expressed his surprise on hearing what had happened, as there was no report of the prior evening’s incident. I took this to the next step, as this is a world-renowned brand, and wrote to the country head office. My concern was not only about the outlet’s lack of response, which was abysmal, but also to note that the play area equipment was a security hazard and they should do something about the potential danger.
I received a letter from the PR Manager, stating that their children’s playing area conforms to safety standards. Enclosed was a RM 10 dining voucher for my ‘next visit to their restaurant’. Have I used the voucher? Not on your life! I keep them around to remind me to never visit this restaurant again and also to tell others about my experience.
Where was the substance? The substance was in how I experienced the outlet’s service that eventful evening. Companies need to realise that customers are looking for more that just the delivery of products and services. I was looking for the conviction and care in the staff of that company to come through when something went wrong. In this instance, the brand’s substance failed.
Brands are more than FORM. Brands have a personality. Brands need to have SUBSTANCE. And substance is measured by the experience that customers have with your company. It’s the experience that counts; and many times this means people talking to people.
So, how are your people delivering the experience to your customers?
Tags: Customer Mindset, Internal Branding
