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I’ve been thinking a lot about the recent public discussion about bailing out the Big Three US automakers.  I am struck by the oft-repeated comment that one of the manufacturers in particular would not “survive” potential bankruptcy protection, as it would do too much damage to the brand. 

Really?  Could it be that the brand is already damaged beyond repair?  Will it really survive, then, even with a public bailout?

Without getting into whether I agree with or disagree with the concept of a public bailout, my interest in this discussion goes to a fundamental marketing and branding principle.  “Branding” is only affected in small part by your marketing and advertising.  Period.  The shiniest Web site, the funniest TV ad, and the most powerful e-mail campaign serve only, really, to get the attention of your prospects.  After that, your “brand” is in the hands of your customer service team, your quality control people, your product managers.  In other words, to mistake “branding” for marketing can be lethal.  There are several Fortune 500 companies out there that still haven’t figured this out.

Maybe this is fundamental to some.  To some, it obviously isn’t.  But think back to the last time you had a recently-purchased product break or become unusable very quickly after you brought it home.  Were you thinking about the ad that introduced you to the brand at that moment?  And when you spent three hours being bounced around the call center, only to be told something infuriating, did the nice Web site make you feel better?

Ah!  Branding!

To that end, authenticity is critical in your communication outreach to prospects and customers.  If your product is good, serves a purpose, liked by your customers, etc., that doesn’t necessarily make it “revolutionary.”  Hyperbole is quickly seen through by the increasingly cynical consumer, and actually detracts from your message.  It sounds simple, but be honest, and promise only what you can deliver.  Your customers will hold you to it.

In short, the purchase transaction—whether it’s a candy bar, a car or a house—still comes down to relationships.  In this new age of paperless transactions and streamlined, easy-click purchases, we may not see the people we’re dealing with nearly as often.  But we still want to receive what we expect when we plunk down our hard-earned dollars. We remember the whole experience with the product or service, not just the purchase.  And we take it into account the next time we need to make a purchase.