Let’s be real for a minute—if your frontline team isn’t on board with your brand, no one else will be either.
Branding isn’t just logos and fonts. It’s not just catchy slogans or perfectly curated social posts. Your brand lives in the human experience—specifically in how your team interacts with customers every single day.
We see this all the time when we lead brand and marketing strategy sessions: businesses get excited about their messaging and visuals, but forget to carry that same energy and clarity into the actual operations of the company—especially customer service.
If your customers are met with disinterest or disengagement when they walk through the door, it doesn’t matter how slick your marketing is. It’s not about what you say on your website. It’s how people feel when they interact with your team that builds or breaks trust.
A Personal Experience That Hit Hard
Recently, I took a business trip and visited several well-known brands—hotels, restaurants, coffee shops. You’d know their names. And what stood out to me wasn’t their sleek signage or trendy menus. It was what I learned from a couple of casual questions.
At each stop, I asked the same two questions to employees:
“How are you doing today?”
“Is that a good thing or a bad thing?”
These 15-second conversations almost always ended the same way: a deep breath and a soft, “Thanks for asking.”
Sometimes I’d go further:
“How long have you worked here?”
“Do you like your job?”
The pattern?
Most had been there for years. And most liked the job itself—but felt disconnected from leadership. The recurring theme: “I like the work. I just wish my managers cared more.”
That’s not just a management issue. That’s a brand alignment issue.
The Brand Breakdown (And What It Tells You)
Here’s the real takeaway: I left those interactions unmoved. I didn’t feel a spark. I didn’t become a fan of those brands. And that’s a missed opportunity.
If your team doesn’t feel your brand’s energy, your customers won’t either.
This isn’t about blaming managers. It’s about recognizing that leadership drives culture, and culture drives customer experience. If your team can’t articulate what your brand stands for—or worse, if they don’t believe in it—it’ll show.
Ask Yourself These 3 Customer-Focused Questions
Brand consistency isn’t just a marketing metric. It’s a gut-check. So here are three questions to audit your brand through the eyes of your customer:
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- How does a customer recognize your brand from the parking lot?
(Hint: It’s not just the sign—it’s how the space feels before they even walk in.) - How does your frontline team sound like your brand?
(Is your tone friendly, helpful, enthusiastic? Or is it robotic, rushed, or indifferent?) - How do you create brand loyalty after the sale is made?
(Does your follow-up feel personal? Is there a next step that invites them back?)
- How does a customer recognize your brand from the parking lot?
If you can’t confidently answer those, it’s time to revisit how your brand is being expressed off the page and in person.
Why This Matters (Especially in 2025)
Today’s customers are more experience-driven than ever. They can sniff out inauthenticity fast. They want connection, care, and clarity.
And with competition only increasing—especially for local businesses—you have to do more than deliver a product. You have to deliver a feeling. One that customers remember, talk about, and come back for.
It’s not just about converting a sale. It’s about creating a fan.
The Bottom Line: Empathy Is a Business Advantage
Want a competitive edge that your competitors probably aren’t using enough?
Empathy.
A little intentionality in how your team greets and engages with customers can transform one-time buyers into loyal advocates. It’s a brand builder—and it costs you nothing.
Let’s Talk About Your Brand
If you’re not sure how your brand is being lived out in the day-to-day or how to align your team with your marketing message, we can help.
We’ve walked hundreds of businesses through simple, actionable steps that connect the dots between customer experience, brand messaging, and long-term loyalty.
Email us: Support@PullmanMarketing.com
Call: 509-240-9735
Let’s find out what your brand is really saying—and how to make it speak with clarity and confidence.
