The Extra Mile

Most great brands have this in common…they live up to or exceed your expectations…consistently. Great brands excel where lesser brands fall short, making sure that every detail receives special attention. No such thing as “good enough” for those who perform the duties that result in presenting even the smallest aspects of their brand to their customers and the public.

Last week, I was given an assignment by a client that demonstrates how they consistently deliver more. My client, Butter Buds Foodservice, manufactures high quality all natural products that are instrumental in the development of healthy and tasty food served in schools, healthcare, military and other food service-dependant industries. Butter Buds Foodservice recently became affiliated with a large healthcare buying group that asked them to draft a letter introducing them and their products to the 300+ hospitals that make up their constituency. Recognizing the marketing opportunity at hand, my client forwarded me a sample letter (provided by their buying group contact) and suggested that we do more.

So we did. Rather than drafting a two paragraph letter that would have sufficed, we began with a conference call to discuss the appropriate level of response that would showcase the company and products concisely, but impressively. We decided to craft a one-page letter accompanied by a two-page PDF. Here is the final product − which was approved and will be disseminated this week. Great brands take full advantage of opportunities to shine!