Minding Your Own Brand

Can you afford not to ... Continued

Once I was hired, the training was more comprehensive than most of the “professional” jobs I have had. It was three days long and included classes, hands on training, and mentorship. I was instructed on proper packing technique and customer relations. By the time I flew solo I was fully aware of my role in this company, the expectations they had of me, and I had all the knowledge necessary to perform at the level their customers expected.

After I passed my probation period and proved I had what it took, I received a raise. Then I was asked if I had any friends I knew who I felt would fit in on “our team.” Because I knew what they expected, I was quickly able to suggest a few good candidates as well as eliminate those who I knew would not make the cut. I appreciated the fact that management valued my judgment and took pride in helping to better “our team”.

I worked for that store for eight years and I saw many changes in that time. Over the years the store merged with larger chains which were bought up by larger holding companies. The sign over the door came down, the carry-out service ended, the training was shortened to a few hours and ultimately the small-town store could no longer compete. Not because it didn't offer a selection needed to compete with the superstores, but instead because it had lost its identity, culture and ultimately its purpose. After limping along for many years, the store finally closed last year. It has been replaced in town by a large uncaring superstore and a new smaller “hometown” style market which is offering an shopping experience very similar to the one we once provided. Now they serve the shoppers we once did and people rave about shopping there.

Things have come full circle in my hometown, except for one thing: this new store doesn't carry out your orders. They did in their first few stores, but as they have expanded the chain over the past few years they eliminated the carry-out service in their “new” stores. It seems the more things change the more they stay the same and so begins the next cycle. Will they ever learn?

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Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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