BYOB - Build Your Original Brand
5 Keys to Building Your Original Brand
Quality matters and perception is everything. In past articles, I've shared my thoughts on the importance of how your arrival experience and front gate/POS directly influence what your guests will purchase. Brand quality is a much broader concept, reaching virtually every aspect of what you do. Your attraction's brand quality is rooted in your ability to deliver on what your guests view as your promise to them.
When I was a small child, I rode The Pirates of the Caribbean at Disneyland for the first time. I remember how spectacular it was, from the fantastic audio-animatronics to the grand land and sea battle scene. The Pirates of the Caribbean, first thrilling me as a child, remains a classic attraction and staple throughout the Disney parks. Why? Because quality matters. It was a great ride when I rode it as a kid and today, everything from the animatronics to the paint on the buildings is well-maintained. Delivering on the brand promise through a quality presentation is part of the Disney Way.
The Disney Way--sure...but while Disney might do a great job with quality, they don't own the rights. As attraction operators, we can make a significant influence on our attraction's level of quality too. Below, I've listed a few items that I believe to play a significant part in delivering on our brand promise:
Be a Good Listener.
Quality matters and as attraction operators, we must be constantly vigilant in our pursuit of excellence in that respect. It's so easy to fall into a daze and to overlook that crack in the sidewalk here and that chip in the paint over there. Our guests notice too and they notice more than you might think.
This is part two in a five part series on building your attraction's original brand. Here's a list of where we've been and where we're headed:
"Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does..."
- Howard Schultz, CEO - Starbucks Coffee