Title Page -- Copyright Page -- Foreword -- Acknowledgments -- Introduction: On-Brand or Off-Brand -- Why this book now? -- What flocking birds can teach us about branded service -- How to use this book -- Who this book is for -- Part I: Linking the Big World of Branding to Customer Service -- 1: The Branding Imperative -- Branding: A way of doing business -- Off-brand -- Brands: A compelling point of differentiation -- Your brand in action -- Consumers "own" their brands: the case of starship -- Brands are names, logos, beliefs-and experiences -- The history of branding as it relates to the customer experience -- Brands and their links to psychological and social benefits -- Branding helps focus attention -- Branding as an evolving concept -- Brands hold their own attitudes -- Are brands losing their power to attract? -- Brand identity -- Brand stories -- On-brand -- Strong brands make economic sense -- Brand study: Apple Computer claims its defined space -- The challenge of channel marketing -- 2: Generic Customer Service Isn't Enough Anymore -- Brands deliver customers -- being on-brand keeps them coming back -- The heart of the challenge: delivering brands through service experiences -- What you see through a service lens is what you deliver -- Off-brand -- Service moments of truth through the eyes of branding -- Off-brand -- The swell of customer dissatisfaction -- Without trust in your brand, forget it! -- On-brand and off-brand -- Off-brand no trust -- The impact of customer contact on loyalty -- Customer service can be your ongoing brand reinforcer -- Loyalty is behavior that grows out of an ongoing relationship -- The limitations of generic customer skills training -- On-brand -- Generic service in the airline industry -- On-brand -- Why scripting won't work with branded customer service.

Our Lucaya brand study: a case of inspired on-brand behaviors -- Our Lucaya's brand induction program -- Giving the Bahamians permission to fly like swirling flocks of birds -- 3: Road Map to Branded Customer Service -- Brand space: staff cannot deliver what they do not know -- Four customer service strategies: which one is for you? -- How to polish your service lens to reflect your brand promises -- Off-brand -- Two types of branded customer service -- Service can be offered in a way that reinforces your product brand -- Service can be branded so it is the dominant aspect of the brand -- On-brand -- Branding with bad service: it can be done -- On-brand -- Impact of branding your customer service -- Branded customer service and themed customer service -- Not everyone wants a themed customer experience -- Build-A-Bear: successful themed experience -- Envelop you: successful (fictionalized) branded customer service -- Part II: Embedding On-Brand Service Into Your Organizational DNA -- 4: Defining Your Brand DNA -- What is your brand DNA -- Relating your brand values to the five classic dimensions of customer service -- ServQual applied -- Inside-out branding -- TMI: an internal analysis -- From time manager workshops to culture change consulting -- Inside-out brand model -- Three defining market challenges -- Classic marketing mistakes when defining brand space -- Stretch: Finding your space between brand push and pull -- Off-brand -- Signals of an on-brand culture -- Human resources as a strategic brand partner -- 5: Brand Power Tools: Likability, Reinforcement, and Consistency -- Power tool 1: Likability -- Power tool 2: Reinforcement -- Off-brand -- Power tool 3: Consistency -- Off-brand (AND HORRIBLE GENERIC SERVICE) -- 6: Culture Change: The Bedrock of Brand Development -- The power of corporate culture and brands -- Changing corporate cultures.

Culture change and inside-out branding -- Brand study: Vodafone New Zealand -- 7: Communicating to Ensure Brand Resonance -- Seven guidelines for managing your internal brand communication -- Brand copy strategy -- Writer's workshop -- Off-brand -- The outside in: your external marketing impacts your insides -- 8: Internal Word of Mouth: The Role of Brand Champions -- The role of brand champions -- Whom to nominate as brand champions -- Education for brand champions -- Management support for brand champions -- Brand champions as monitors of on- and off-brand behavior -- Brand champions as connectors -- 9: Human Resources: The Window to the Corporate Soul -- Staff recruitment -- On-brand hiring practices: Pret a Manger -- Brand book -- Brand study: The role of HR at the Isle of Capri Casinos -- Part III: The Branded Customer Service Toolbox -- 10: Great Brands Are Supported from Within: The Role of Management -- The brand or the bland: Defining your brand in the mind of your staff -- The value of repeated communications -- Using a discovery process to get the brand -- What managers want and need to know about their brand -- 11: Selling In a Branded World: Linking Your Brand Proposition to Your Sales Messages -- How relationship marketing affects branding -- Relationship marketing implies knowledge about the customer -- Selling creates time for reinforcing the brand -- Your sales structures and systems impact the brand your customers are delivered -- Consistency and on-brand selling -- On-brand -- 12: The Toolbox of On-Brand Exercises -- Brand awareness exercises for staff -- Brand knowledge: what are brands all about? -- Brand specificity: what is unique about our brand? -- Brand assessment: are we on-brand or off-brand? -- Brand delivery: what does our brand look like in action? -- On-brand exercises for managers -- Reinforcement communication.

Brand alignment -- Ensuring your sales approach and messages are on-brand -- Final Thoughts -- Notes -- Bibliography -- Index -- About the Authors -- About Berrett-Koehler Publishers -- Be Connected.