Sign & Digital Graphics

April '19

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S I G N & D I G I T A L G R A P H I C S • April 2019 • 67 That note had an amazing effect over the next week, so I decided to keep writ- ing more notes that went out every pay- day to the employees with each note con- veying an important, inspiring or chal- lenging message with titles like Humper and Gofer and Salad Man. Humper and Gofer were job descrip- tions of my first job with a roofing con- tractor as a teenager. The humper's job is to hump shingles up the ladder to the installers, and the gofer's job is to go for this and go for that whenever anybody needed anything. I was at the bottom of the company, but my boss taught me the value of serving others and that nobody else could perform unless I was a good humper and a good gofer. He was show- ing me how to have the right attitude. Salad Man was about the mess often self-inflicted within an organization when people are not working in sync. It's like going to a nice restaurant for good food, good service and a nice experience, but instead the place is chaotic where nobody working there is paying any attention to each other, just doing their jobs but not really working together. Salad Man is the one going around putting salads on everybody's plates in the restaurant but isn't paying attention to the timing, and doesn't care. He's serv- ing them before your drinks, after the main course, after dessert, or worse, he's serving a salad when you didn't order one, or it's the wrong salad. All companies go through times when attitudes are down or service becomes sloppy. When it does, the wrong impres- sions are built, and those impressions reflect and impact the brand. A correc- tion of attitude can change everything. Attitude is experienced, not just expressed. Experiences produce impres- sions. And today, if you want to be more Some worn out shoes and a simple note started the process of addressing our issues by correcting our attitude. successful in a world of competition and competing brands, you've got to build your impressions while building your brand. For us, some worn out shoes and a simple note started the process of addressing our issues by correcting our attitude. We ended up branding these notes as Pay Notes. Pay Notes became a brand, but repre- sented our overall brand. They were part of us, and by branding them, they created standards to live up to, especially as they got popular beyond our own walls with people and organizations signing up to receive them. As we found our way to brand atti- tude through our Pay Notes, our cus- tomers started to ask us to help them find ways to brand attitude for them. What it comes down to is knowing the values of your customers, then bring them to life visually. In the world of branding, this is called Attitude Branding. Consider Nike. The Nike brand is about much more than just shoes. To the company's customers, the swoosh repre- sents a healthy and athletic lifestyle while their motto of Just Do It is all about atti- tude. Coca Cola and Apple are great case studies on branding attitude as well. With attitude branding, you contrib- ute to a consumer's sense of connection where they want to be part of the life- style, wear the apparel, drink the bever- age or use the products. Why do brands do this? Because the right attitude can have a profound effect and make a difference for yourself, your organization and your brand. The right attitude builds the right impression. SDG

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