I’m always in search of particularly effective branding efforts, just to enjoy a job well-done. Knowing how hard it is to carry out brand development on a daily basis, and how important the initial thinking is in springboarding the brand forward, I’m always looking for those that put in the effort up front and got it right.

This week’s winner is Geek Squad, the computer service firm that operates out of Best Buy stores. These guys thought about EVERYTHING, and live the brand every day. I’ve had the opportunity to try these guys out several times in the last year, and they are nothing if not consistent.

Each technician is called an “Officer”, and they always come in full uniform, including a badge and ID card, and arrive in a branded car, usually a white Volkswagon Beetle with black fenders and the logo on the doors – further reinforcing the quasi-police image. Their delivery is rather police-like, definitely gentle, but no-nonsense, they are extremely respectful of the customer’s home and work-space, touching as little as possible, asking few questions that are not directly related to the job at hand, and get right to work. They solve the problem or make a recommendation to repair at more extensive facilities or replace the machine, they come armed with a full bevy of software diagnostic tools, all branded, and get the job done, transact payment, and disappear to the next jobsite.

There was so little variation in my three experiences it was spooky, like I said, these guys are consistent. Given the labor pool from which the company draws for this position and the human factors that have to be accommodated in any national company, I’m still astounded how well they carry the brand. I know when I see those little cars on the road, that they’re on their way to help some other poor computer-illiterate victim of Microsoft, and the feeling associated with the brand is always extremely positive.

They set out with a good idea, they went full tilt toward fleshing it out, and they train the employees to clearly live and transmit the brand effectively with EVERY interaction. That’s why they’re this week’s EFFECTIVE BRANDING AWARD winner. Write to me about effective brands you’ve seen, and I’ll share them . . .

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