Brand Destruction
- Naveen Kadangod
- May 1, 2021
- 2 min read
Updated: May 2, 2021
'If you cannot contribute in building a brand identity, at least do not destroy it'.
This is from an instance that happened last Sunday. At 2PM a well dressed lady and her daughter walked in to my house and introduced that they are from "***" Life Insurance Company.
At the first sight I felt they have come for a survey. They walked in with out prior appointment. I give due respect to people who are in to direct selling so did not flee them away by a single phrase that I am not planning for any investment now. Though I did not like their approach of meeting me without inquiring my convenience, I thought let them introduce the product and leave.
But, it gave me an opportunity to make note of the situation and give alert to all the financial services companies out here that direct selling if not done properly will destroy your brand. I am well aware that people who are in to sales are given enough training before they start their battle on the field on all aspects of prospecting and conversions.
I am not disclosing the name of the Insurance Company or the Employee. It will add to the destruction. She explained about the investment plainly. Then I asked her few things, just note the following.
She did not carry a leaflet/brochure of the scheme.
Did not carry an id card.
Didn't have a business card to give me.
Didn't have any relevant documents to show the details of investment instead was showing a scanned copy in her smart phone.
Smart enough to make a cold visit at a wrong time without any proof of identity that too in the name of a National insurance company. I did not encourage them further, just said I do not have plans for investment so I will contact them if I need one. Was even scared to share my contact number with them.
I am sure that I am not the only person they visited in that area. It became a talk in that residential apartment and don't you all feel that this kind of approach by personnel, be it a permanent staff or an agent will destroy a Brand's Identity?
It is not a matter of loosing a customer but I was thinking about the effort put in by a Corporate in building their brand name and enhancing the corporate identity. Understand that your own employees play a big role in creation as well as destruction of your Corporate Identity.
Comments