In the Passion section, we talked about having a figurehead, which is one person who represents your brand. But it’s not just the leader who influences how your customers perceive your brand—so does everyone who represents your brand, including sales associates, delivery personnel, security guards, call center agents, etc.
UPS is a perfect example of this. People get to know the driver who goes to their house over the course of months, years, or decades and they form a relationship with them. Some go as far as remembering when their customer’s birthdays are, getting to know their family, playing with their dog, etc. It’s these stories of service and care that people tell about the UPS employees that helped shape their view of the UPS brand.
This does not usually happen by accident, but via a strategic approach to hiring, training, and measuring employees so that they are living the company’s values in their daily interactions with customers.