Denton Convention & Visitors Bureau Denton.  Original.  Independent.

A perfect brand for Denton.

A brand is not a logo or a tag line or a moniker.  Rather, a brand is designed to “capture the essence” of a product.

The word original is a broad application in this brand.  It’s more a description of spirit than physical attribute though the spirit is manifested in the physical fabric of Denton. The creative energy fueled by our universities, our arts community, the music industry, small business community, horse country – it drives originality and we embrace it into an original whole.  Our downtown isn’t faux.  We hold fast to our history while progressively moving ahead.  We value originality among each other.

Independent is more of the same spirit and springs from the same attributes as original. We each do what we do and we all do it here, beside and almost in tandem with one another other creating a vibrant and lively culture.

The weathered appearance of the brand is also a statement.  Think about your favorite pair of jeans.  They’re probably a bit worn-looking because they are your favorites and you wear them often.  And they fit you perfectly, comfortably.  So do mine.  And they wouldn’t fit anyone else in just the same way.  Our brand says that’s how Denton fits, too.

Delivering the brand is the reason behind the Denton Convention & Visitors Bureau’s (DCVB) new creation:  Denton Originals Customer Service & Destination Training.  Throughout the summer, a pilot program has been underway with six champion businesses and their entire employee pools:  Homewood Suites Denton, Courtyard by Marriott Denton, Mellow Mushroom, both Denton locations of Beth Marie’s Old Fashioned Ice Cream, and El Guapo’s Restaurant.  The manger and front line teams within each of these businesses have completed the in-person or online version of our Denton-centric classes where we present customer service strategies guaranteed to upgrade the customer service within a business. The destination component reminds participants how cool Denton is and how lucky we are to work here.

A certificate on the wall and back to life as usual is not the goal for Denton Originals.  This innovative program has ongoing engagement through mystery shoppers, front line recognition, customer feedback, contests, a Facebook community, weekly communication with tips and insider info. The result?  Guests begin to expect excellence; businesses gain greater customer loyalty; front line workers earn more personal financial reward; and the collective Denton experience is positively memorable.

Denton Originals are the upper service echelon because, after completing the 2-hour course in either a live class setting or online, they are armed with information and knowledge.  They’ve honed their soft skills in areas like first impressions, difficult situations, and listening.  They know Denton.  They are an exclusive band of achievers with access to insider information and hospitality tips through newsletters, emails, and a Facebook community where ideas are exchanged.  They quickly prove their worth to employers.  They make more money.  Doors open for them because customers love them.  Customers come back and bring friends.

Denton Originals is about helping all of us help our guests enjoy every moment inside any business in our city.  It’s about making them feel good about spending their money with us.  And it’s about the story they will tell when they leave.  Back in the old days of customer service training, the rule of thumb was that one person would tell 10-20 people about a bad customer service experience.  That was SO five years ago!  Nowadays, one person can tell thousands of others while the bad experience is literally still underway. Astounding.

One bad experience affects all other experiences around it, good or bad.  We cannot afford the bad experiences in Denton.  The good news is, we don’t have to.  Good experiences work the same way.  We can choose a different outcome, but we have to make it happen.

Denton Originals classes are free and open to any Denton business either online or in live classes.  The next live classes will be offered September 11th or 12th at the DCVB. Online classes are open anytime.  Email for registration information.

This blog is a summary of a three-part blog on the Denton Originals program. Read all three installments here: Part One, Part Two, Part Three.