3. Live up to your promise: FedEx
With a straightforward passion for the task at hand, FedEx has created a strong corporate identity. Not surprisingly, the company received its strongest ratings in ability, specifically for being able to achieve what it promises and for the efficiency of its operations.
In addition to providing what is seen as a reliable service, the brand has engendered trust through initiatives such as its “We Understand” campaign, says Kari Blanchard, senior director of strategy in the New York office of FutureBrand. “They’ve elevated the brand by recognizing that it’s not just about the logistics of moving packages and boxes,” Blanchard says. “They appreciate that it’s people’s treasures, livelihoods and futures, and that the contents of those packages mean a lot to people.”
To further deliver that message, FedEx engages with consumers through its personalized rewards program and by interacting on social media channels. “When you’ve already nailed attributes like trustworthiness and reliability–things that are essential to the business but don’t exactly make you fall in love with a brand–that’s where thinking of your customer as a person and not just a number becomes crucial,” Blanchard says.