ANNISTON ARMY DEPOT, Ala. -- Apple has its iconic logo and is known for superior technology in the cell phone, computer and watch industry.
Mercedes, Lexus and BMW set themselves apart as distinct vehicles of exceptional quality and performance.
Tesla is rapidly growing into the leader in the development of futuristic electric automobile capability.
Allstate promises that you are in good hands and the AFLAC duck will get you paid quickly when you are injured and cannot work.
These are all examples of a dedicated branding strategy which affects your perception of the company and, consequently, your decision to purchase an item or do business with them.
A brand is an image or identity with which people connect.
It conveys value and meaning. It represents what you will deliver, the manner in which you will do so and it communicates your unique promise and point of differentiation from competition.
A brand manager at Kraft Foods once commented that, "Branding isn't about logos or slogans or advertising. Those are just tools. Branding is about making people remember your organization or product or service and what is unique about it."
So, branding is much more than a logo or tag line.
What is our brand, Team ANAD?
We believe we are the Department of Defense's premier joint combat vehicle, artillery, assault bridging, small arms, locomotive and fixed generator support center.
We believe we provide proven superior maintenance on the variety of scopes of work we are tasked with and we partner on.
We believe the ANAD logo and stamp on the systems we work means superior workmanship, reliability, competitive cost and unblemished quality; all while maintaining a promised schedule.
We believe systems we work are maintained so well that Soldiers and Marines fight and train in them with complete confidence.
That is our promise to our customers.
We must keep that promise to our customers and retain our brand's reputation.
Every person in the workforce must rededicate themselves to the ultimate responsibility we share to safely maintain the systems we are charged with working to the absolute best quality, at the best price, in the best time.
This is ultimately for the warfighters who use the systems we maintain, but it also factors into decisions made about additional workload and potential partnerships with industry.
Our customer service reputation also helps us sustain our brand health.
Our interactions with internal and external customers are always an opportunity to demonstrate the sustainment excellence which is the essence of our depot.
We share a common responsibility to take any action that reinforces to all of our customers we are the best in the business.
We are, after all, the Pit Crew for the American Warfighter.
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