We had a very dramatic incident a few weeks ago when my wife accidentally set fire to our chimney, where-upon a fire engine and 7 burly fireman turned up with the utmost dispatch.
As they commenced trying to save our chimney (and house), I watched and listened to them intently. Based on their behaviour, I slowly started to determine what their brand values might be.
Professional, urgent, focused, authoritative, methodical and assiduous.
Even though we were very worried that our cosy house would burn down, (and the fact that my wife asked probably most stupid and embarrassing question to the lead fireman "Do you want to borrow our ladder?"), the event was amazing.
To see these guys living out all these supposed brand values was particularly re-assuring, and I was genuinely so grateful. But they had one more value to offer.
Whilst the lads were supping their well earned cup of tea (not one of them asked for Earl Grey!), the lead fireman got his clip board out and educated us about what we could do to prevent a further fire.
"Would you like us to put up two new smoke alarms? he ventured.
In no time at all we had a new smoke alarm system fitted and working for free!
I wonder if any of my brand perceptions fit into any charters they might have. After all, they are a brand just like any other service provider.
Since then, I have been trying identify what the brand values might be of other ancillary service providers.
The police: Rigorous, sensitive, confident, reactive, constructive and stoical.
NHS: Any ideas?
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