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What branding can do to you?

Do you agree in
"a Good name is a Good Start"?
Anything beyond requires building, which, in my opinion is somehow a "forced" impression. Good "branders" leads you to think of their brand the way they plan to.
I am not sure about you but I often fall into this kind of trap... end up buying or engaging the wrong products or services for the right needs, suffering lost in monetary, opportunity, resources, time, etc...
Brand goes beyond a well crafted paper talk such as "mission statement", "visions", "values", etc... Customers are not naive, they need to see actions. As a rule of thumb, always strive to DO above and beyond expectation.
A common startpoint to build a brand is to develop a personality that synchronised with all the "paper talks". The closer the gap between, the stronger the brand. Likewise, the wider the gap, the more fragile it became. Choose the right tyre for winter!
Putting it into action. I will like to share with you an experience I had with "GetResponse".
Do you agree? "GetResponse"is a striking name, meaningful and relatable? At least I do. In 2013, I was engaged by Setanapp as a business developer and was given full authority by the owners except signing contracts, deals, on behalf of them and of course financial control.
As the business grew, I required better delivery for emails. GetResponse is my choice. Cut the story short, I proposed to my director to engage them and eventually, a contract was formalised, signed, between them. It was a perfect partnership (I even went up north to Kuala Lumpur, Malaysia to meet and fellowship with them during their exhibition) even to the the last day of my appointment with Setanapp, which I left due to personal reasons. 
With Mr Michael Chadala 
GetResponse matched up with their paper talk .......so every customer can get awe-inspiring results, regardless of their business size or field of endeavor...... (extracted from https://careers.getresponse.com/#mission)
Very inspirational mission statement. Taken from https://careers.getresponse.com/#mission
In 2017, my needs for email sending arise. Naturally, GetResponse is my choice. See now... thats the power of brand. I contacted "Olga" for a deal which, to my surprise, was turned down due to outstanding payment from Setanapp to them. Unless the outstanding was cleared, there will be no partnership. I explained to Olga and also Maciej of my situation and role during my time there. After a series of emails exchanged, as I valued the relationship with them, I took upon the outstanding even though I am not obliged to (the power of brand). I gave them a proposal to repay 75% of the outstanding in 2 equal installments, which Maciej agreed. Payment was made and the contract starts.
GetResponse has one of the most effective step-by-step procedures to get the ball rolling. As usual, they started with getting approval from their compliance team for the email list before progressing to setup accounts and IPs etc... After a few days, approval was granted and the setup and warming process begins. I was also assigned with an account manager (AM), Taufiq to “take care” of me.
Suddenly, issues on delivery rates surfaced. AM did several checks and proposed various methods of warming and repeatedly assured me that it is normal. I leave it in his good hands.
On 28 Mar 2017 :I received a email from AM “effective on immediately, we are blocking out your mailing capabilities. You will not be able to send out any emails to anyone at this point of time until further notice.”
29 Mar 2017 : I received an email from Marek, that they decided to terminate our agreement, which at that point of time payment are made in full but utilized about 200k emails credit out of 5million. For the platform, I have utilized 8 days out of 30 days.
Of course, I requested for the money paid to be returned (less pro-rated usage) since the agreement was terminated. It was rejected. From then on, I am not Geting Responsefrom them at all.
This is the brand that I trusted so much that I am even willing to take up 75% of outstanding payment on behalf of debtor. This is also the same brand that betrayed my trust and felt humiliated ...
Brand is made up of several qualities and components. There is no specific way to build a brand. In a brand, there are no grades and can never be completed. You just got to keep building it.
Disclaimer: Again, I am sharing my experiences to illustrate the power of a brand. The content of this article solely reflect the personal opinions of myself.


This post first appeared on O P P O R T U N I T Y | By | Welson Ang, please read the originial post: here

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