Big Events May Damage Your Brand But Little Things Kill It

My five year old daughter noted while we were driving that the pizza delivery person next to us was smoking in his car with the windows up and with pizzas on the seat next to him. Her response was "Dad, I never want to order pizza from that place because the pizza will taste like cigarette smoke."

What was interesting was that I'd never considered that a pizza delivery person might smoke in the delivery vehicle (even when they use their own car) with my food. Smoking isn't allowed in restaurants here nor in the kitchens, logic would extend that to delivery vehicles.

I reported this on my facebook page and nearly universally people agreed with my daughter, don't order from that place. Some pointed out that the bags that keep the pizza warm are mostly sealed so not a lot of smoke would get in. Yet others recounted horror stories of tainted food (Think Dominos (in)Famous Pizza Video)

But whether or not the pizza is tainted by the smoke (and I believe it is) the bigger issue is that neither I nor my daughter (who has now told her mom, her aunt, and the neighbor) will order pizza from this particular company because PERCEPTION IS REALITY.

I recently traveled through Montana interviewing business owners and met some amazing people and I also observed people being very difficult to do business with . . . and I heard them talking about how tough it was to make money in this economy. Again, perception is reality, if I feel it is difficult to do business with you I probably won't or at least not again. 

A big hit to your brand is most likely surmountable but the little things that you don't notice or ignore are chipping away at the foundation of your business and will destroy it.

What is it that you are not attending to that is chipping away at your success?

Look around and fix it.

In branding yourself or your business, Perception IS reality.

Comments

[Tony Papajohn]

Yes. This recalls a Dan Kennedy comment I heard about how the presenter and the presenter's staff conduct themselves at an event. He said that you are always on stage until you go in your room and close the door. And that you and/or your staff never do anything, innocent as it may seem, to compromise, as you suggest, your brand. I guess this draws on human nature in that we are looking for a way to say "No" to an offering even if that reason has nothing to do with the offering.

[tudor clothes]

I agree to what tony had posted.

[online doctor]

It is important to concern about the safety and cleanliness of a product before you sell it to the customers. It is not just about the money you get from the business.

[Rod]

Then, shouldn't companies not hired people who smoke? If you're around food (or have a cab), you shouldn't be polluting the food (no matter how unhealthy said food is!)

[aion kinah]

Je suis allé récemment au Montana interviewer les propriétaires d'entreprise et a rencontré des gens extraordinaires et j'ai également pu observer des gens étant très difficile à faire des affaires avec. . . et je les ai entendus parler de la façon qu'il était difficile de faire de l'argent dans cette économie. Encore une fois, la perception est la réalité, si je pense qu'il est difficile de faire des affaires avec vous, je ne sera probablement pas ou du moins pas encore.

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[bob g allen]

It is just not the money but how you sell it. Thank you Dave for this wonderful post

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[Maternity nursing clothing]

hey tony, i think i'm gonna agree with that! amazing post it's well explained.

[Clenbuterol]

Your daughter is absolutely right!

[Patrick Long]

As trite as it really is, to the average joe, what they first perceive is the reality of that concept or company, and its services or products to them.

Sure, image is not everything, but as what many say, you only have one opportunity to make a first impression.

[Robby]

It is just not the money but how you sell it. http://www.hotfileseek.com Thank you Dave for this wonderful post

[I Need Money Desperately]

I watched the link that you posted and it was really disgusting! I better stop buying at Dominos! Creeps me out!

[Jim the Electric Car Kit Guy]

I never thought of the pizza delivery scenario either. It is so true and such a good example of how each and every employee or in some cases vendor, can affect a companies business. "Perception is reality" is a very important concept especially in today's world where people are more connected that ever, with tools like facebook and twitter, etc.

Thanks maybe I'll ask next time I have a pizza delivered, whether the driver is a smoker or not.

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[India Ho'okani Paige]

re: damaging brands, big and little things..there's a critical sales point being missed, and as a sales coach, Im shocked Dave's taken such a stance. When I train new sales agents in real estate, I role play the following related scenario: "suppose you & your clients have just left the ideal house for them, and as you drive away you notice the neighbors side yard is full of chickens." (we live in Hawaii, you'd be surprised how many upscale communities have chickens for pets..they eat centipedes)training tip: what do you say about the chckens to your client? the answer..absolutely NOTHING...you make certain you dont opine, although you can ask the clients how they feel. Reason is simple you dont know that the clients arent chicken people themselves or might be in the future or have a brother in law who is, etc. So for the smoke and the brand...like it or not we still live in a world of personal choices including the choice to smoke. I'd guess dominos pizza is smart enough to know they need both the smokers and non smokers as customers...as for the driver...well I wouldnt comment as I dont know how many smokers and non smokers may read this blog.

[Small Business Marketing]

You got a cool daughter. I think we should all be cautious even with delivery places or resto.

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Your daughter is a keen observer and she is brilliant. I agree with your post - the little things that you don't notice or ignore are chipping away at the foundation of your business and will destroy it - It will really destroy it.

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[M.Smith Roche]

The innocence of youth. Perception is reality. All employees are the face of the company. First impressions are formed in two seconds and each employee needs to be aware of that.

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Thanks maybe I'll ask next time I have a pizza delivered, whether the driver is a smoker or not.

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Smoking isn't allowed in restaurants here nor in the kitchens, logic would extend that to delivery vehicles.

[Niki]

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