My colleague, Susan Johnson, is working on brand behaviours for a client. We were doing some research into brands that are brought to life by the people who deliver the service. As we were looking into Richard Branson’s Virgin Group, Susan came across this and shared it with me:
“Virgin has Brilliant Basics and Magic Moments”
Brilliant Basics. Magic Moments. That’s a powerful four-word formula for bringing a brand to life through how people behave.
Clear brand behaviour guidelines provide the framework, great processes and committed people provide the brilliant basics within the framework. Then the Magic Moments often come from the personality of your people and their freedom to express it. Freedom within a framework is the way to frame the thinking on this.
Nearly always, a ‘magic moment’ comes from anticipating a guest’s need. And surprising them. Magic needs surprise.