Sheri Hebbeln
July 24, 2012 | Customer Relationship Management (CRM) | Sheri Hebbeln

Your Brand is Built by What You Do - The Jack Daniel's Letter

It’s a message you’ve no doubt heard many times before, but one that bears repeating – every person who works for you represents your brand; not just your customer service team, but also your winemaker, your bookkeeper, and even, (if you happen to work for a big company), your legal department.

The Nicest Cease-and-Desist Letter Ever

I love this story……..the story of the legal letter gone viral.  If you’re not familiar with it, earlier this month a trademark lawyer for Jack Daniel’s sent a letter to Patrick Wensink, author of a book titled Broken Piano for President.  The cover of that book just happens to bear a remarkable resemblance to the label on a bottle of Old No. 7. When he received the letter, Patrick Wensink posted it on his blog with the comment “Who knew Jack Daniel’s was full of sweethearts?”  It’s a great letter, full of southern charm and hospitality – not quite what you would expect from the legal team.  And it’s gone viral.  The last I looked, the book was #9 on the Amazon Best Sellers list and Jack Daniel’s has been featured in articles by Mashable, Esquire, The Atlantic, Time, BusinessWeek and others.

What a great example of brand ownership coming from an unlikely source, the legal department.  With the help of Twitter, Yelp, and Facebook, word-of-mouth is much more powerful today than it was just a few short years ago.  We love to share and connect with friends through stories.  The stories customers tell about their experiences with your winery will have a huge impact on your marketing efforts. For that reason, your reputation and the growth of your company rest in the hands of your employees, regardless of which touch point within your organization.  Developing and nurturing a culture of employees who believe in your mission and want to do right by the community and by your customers will have a very real impact on your future. 

One of my favorite quotes is from Marty Neumeier, author of The Brand Gap.

“Your brand isn’t what you say it is.  It’s what they say it is.”  


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