Getting excited opening a package

At the Yoga Journal Conference I ordered a pair of Juil Sandles. First, let me say that their tag line is one of the best I've ever heard. "Awaken your soles." How perfect for a company that sells shoes. Next, let's talk about the fantastic lifestyle photography that is on all their marketing materials. From the website, brochure, to tradeshow, it's on all their communication tools. Then comes the best part. Getting them in the mail. Opening the beautiful green box, only to find not only a pair of gorgeous and comfortable sandals, but a yoga bag. What an unexpected surprise. It made me happy. And that's what a great brand does. It pulls together all these elements, from the logo, to the website, to the brochure, to the packaging, to an event, and creates an experience. It's something that as a consumer I want to share with others. Which would then make me a brand embasador. And that's ok, because I love this brand.

Blowing your brand

I am a new homeowner. My husband and I purchased a Chicago brick bungalow. It's been a labor of love working on the house. Which means we spend a lot of time at Home Depot. And I mean a lot of time. And while the prices are great, we've had some problems with service. From not finding anyone to help answer questions, to finding staff huddled together in groups talking about their night out, to not getting a person on the phone, billing issues with our account, and my personal favorite, employees who don't know anything about gardening working in the garden section.

Why am I writing about this? Because it's killing their brand. At least for me. Because when I thought of Home Depot in the past, I would think of their great radio spots. The big clean stores, their amazing out- door section, and the idea of picking out paint colors. But all that has changed. My experience these last few times has been terrible.

And that's branding. It's about the experience. The personality of your store. And connecting your clients with your brand promise. Which is interesting. Because the Home Depot promise its "You Can Do It, We Can Help" Great line. But it doesn't deliver.

Maybe I'll try Loews. There's is "Let's build something together." Let's hope they can deliver.