I was on the FedEx web site the other day and was surprised at what I read. In fact my reaction was wow. Brand development has been a function of every FedEX business activity that begins with their customer. As a result they created a business brand that is best express by saying ‘wow.’

So, how can you copy their example to create your wow? FedEx method—experience trumps your products, connect your brand to your customer, and then take brand activity into all aspects of your business.

FIRST: Experience trumps product. For years I used FedEx services but almost missed this key point. Etched into their brand blueprint, exemplary service only happens when great customer experience is at the helm motivating all business activity. And, that experience is backed by customer satisfaction as a brand promise. Even though their product is great, customer experience is first.

SECOND: Connect your brand to your customer. FedEx customers are active co-innovators where they are engaged in all aspects of client touch points. In other words, their opinion matters. Their suggestions are innovative ideas that are the basis for strategies to propel business activity.

THIRD: Take your brand into all aspects of business activity. Having a consistent brand experience means internal communication needs to transcend all levels of employees. Therefore, brand development is a business management activity not a subset of marketing. As an activity it should be developed, communicated throughout all aspects of your business, and managed to create a consistent customer experience. Then, just like FedEx you will create your business wow.

Check back in few days to receive the 3rd key in developing a great brand.