Know-How Exchange : Branding

Please help by providing a “moment of truth” for each major discipline / department within an organization, i.e. Accounting, Manufacturing, Receiving, Shipping, Inside Sales, Quality Control, Human Resources, Sales, Marketing, Purchasing, etc. that if done / handled properly builds brand, (particularly in the hearts / minds of a company’s customers). These “situational descriptions” should not be more than 25 words each and can be related to by any business. There are no right or wrong answers, just looking to get the best of the best.

As an obvious example;

Joe in accounts receivables gets a customer phone call complaining about a discrepancy in their invoice.

Background to question – we are in the process of creating a generic 101 - “learning tool” that will be available and used in different target markets, industries and environments to create a greater understanding of basic branding and what “my role” is in it. Although it might be experienced by employees in one company – in may also be used in a seminar format with multiple industries and disciplines represented. The tool’s methodology is not new to us, but developing one for “off-the-shelf” – no content providers (specific customer) is new as we expand our business model. These “Moments of Truth” are one component of the tool’s experience and will appear in small cards to be read aloud.

What I respectfully do not want or need is a debate regarding the definition of brand or about nomenclature or “term of art” for what these moments are; brand drivers, brand equity, customer touch-points, etc. rather lets simply agree that all employees have a role (direct or indirect) in creating and extending a company’s brand – my question then is what are good examples that can be related to easily by anyone and everyone who experiences our “learning tool” and sees themselves and their role.

For those interested in points, I will award all points if one person provides the best list – or I will divide points up. Either way I appreciate everyone’s help.

My Bio in KHE has our website if it helps but not necessary as this new tool is a joint project of two companies.