Brand Differentiation: Long Term – Supplier or Operator – It’s Your People

There seems to be a quiet revolution currently underway in the tabletop supplier community. A metamorphosis  that’s subtle, almost unnoticed…..like say, the rise of an incoming tide.

Tabletop suppliers are upgrading both their sales and marketing people in a revolution that quietly, but steadily, is taking place. With creativity among tabletop product categories relatively stagnant (yes, we know there are exceptions…we try to write about them, remember?), companies – both suppliers and operators know that their people..…their “brand ambassadors”, if you will……create a larger and larger portion of their brand impact and influence the marketplace’s thinking about their brands.  With customer touchpoints and engagement taking the place of traditional advertising, the type and quality of the people who represent a brand is more critical than ever to determining brand essence.  With less and less to differentiate the products themselves, customers turn to brand qualities and values to help determine their buying decisions. Often, those brand values (in the customer’s minds…and, after all, isn’t this all that REALLY matters) are determined by the people representing the products and the brand.

A brand’s people are often the true differentiators and conveyors of brand values. Starting with the CEO, brands are symbolized by the people who work for the brand. This is not new, but what is new is the relative lack of differentiation or “commoditization” of much of the tabletop category. TabletopJournal has spent a great deal of time writing about differentiation and how important it is on both the supplier and the operator side. However, the fact is that many of the tabletop products – and restaurants – are remarkably similar and barring any apparent unique points of difference, the buyer’s main decision driver will be price. With such similar products, the overall brand image has become the area to differentiate and the people who represent the brand have become an increasingly important area of differentiation.

Fortessa adds several new Sales Vice Presidents, Dudson adds a VP, Sales for North America, Oneida continues it’s upgrade and now, intergration of its new sister company Anchor Hocking, Libbey adds a new Director of Marketing, Rosenthal/Sambonet names a new National Account Manager, Tuxton does the same…..all with the idea that these new “brand ambassadors” will help build each company’s brand essence and culture in a positive direction. After all, often the employee IS the brand. TabletopJournal feels that this trend towards upgrading sales and marketing talent will continue with short term results certainly at the center of the target hiring goals. But, when looking to upgrade the organization, there is also a longer-term “brand makeup” goal that needs to be considered. When looking to add to an organization, how the new employee will contribute to the long-term brand attributes ..or, essence…has to be thought about. It is true that brands have voices. They all speak … some more loudly than others. That brand voice is made up of all the little interactions that are made with customer, potential customers, and others who may influence the sale or perception of a particular brand. Companies whose employees engage and interact with others in a way that consistently reinforces brand values have the best chance for both personal and brand success. Then, those brand values and messages need to be amplified through content marketing, advertising, and promotion.

TabletopJournal’s evangelism goes beyond simply focusing on cool products and extends to helping other talented, kindred spirits find one another and to help conpanies realize the importance of each and every hire, particularly for postions that have extensive customer interaction. Tabletop recruiter Mike Hawkins explains it well in his recent article “Recruiting Superior Tabletop Sales and Marketing Talent” and we are pleased to be able to bring his expertise to both hiring companies and to candidates.

Brand building is a long-term journey.  And, the people you hire – your “brand ambassadors” are often the true long-term brand differentiators.

Choose your people wisely.