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Dispatches From Mexico City: Building Brand Loyalty

Author: Ty Trumbull

There are majesty and wonder in travel. Finding new and beautiful things that you would never have seen unless you stepped on a plane, had driven that distance, or walked that path is what inspirational posters are made of.

I love all of that, but there’s also something to be said for comfort. Wandering the streets far from home, where you can’t understand any of the signs and none of the people can give you directions can be alienating and sometimes all you want is a little slice of home.

Comfort Food

I’ll never forget the first time I came around a corner in Mexico City and unexpectedly discovered the Monumento a la Revolución. It was grand and beautiful and the randomness of the discovery amplified those traits. But the first time I saw a McDonalds here I ran inside and ordered fries. It was the first time I’d eaten there in years, but those fries seemed almost as golden as the top of that monument.

I’m not sure if that speaks more to consumerism or the efficacy of branding. Or maybe just the power of nostalgia. But the ability to enjoy something familiar when everything around you is anything but helps deal with the traveling blues.

Building Trust

I think that’s why good branding and strong ideas are so important in the world, especially anything service-based. The most successful brands are almost certainly the most recognizable. There are petabytes worth of writing on why branding is important, but it’s something I think about a lot.

Branding has a number of positive effects on a business, from creating recognition to inspiring employees. But it also helps build trust. If people know a product with a specific logo on it is reliable, they’ll keep choosing that product.

I think the importance of trust is immeasurable when it comes to MSPs because you’re dealing with a client’s data. In this day and age data and information are the bread and butter of the world. So building trust around your brand – and delivering on that trust – is a must.

In related news, the cultural hub of Canada, Tim Hortons, is coming to Mexico. For those not in the know, Tim Hortons is Canada’s largest quick-serve restaurant chain to the point that it’s positioned itself as an immovable part of our national identity. It’s not uncommon for small towns to have multiple locations of the franchise. And it’s here!

I can’t wait.

P.S. — Surely you didn’t forget I’m a Canadian who relocated to Mexico City.

Ty Trumbull, from his base in Mexico City, covers the entrepreneur’s journey and business continuity for ChannelE2E. Each Tuesday, he offers views about his new hometown.

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