Earlier this week, I phoned for someone at a company and got the third degree from the receptionist. This was after I'd already identified myself, given him my company name and said that I was returning a phone call from the boss. "Will she know who you are?" the receptionist asks. Yes, I say politely (while I think "duh"). "Will she know what this is about?" Hmmm, I'm pretty sure she knows why she called me in the first place.

After the interrogation, I'm put on hold to be transferred. The person answering the phone seems to have no idea the screening has taken place—I can tell by the way she answers the phone. This has happened to all of us on more than one occasion.

Is this a power trip for the receptionist? Or does he just have ADD? Does he think he's protecting the boss from people that will waste her time? Regardless of the intent, the outcome is that the person getting the third degree feels like a third-class citizen before it's all said and done. I doubt that's how a company wants to portray itself to customers, vendors and associates.

Another company I called recently was just the opposite. I know that the receptionist probably had never heard of me. But she acted like my name was familiar. She warmly said, "yes, Martha, let me see if I can get him for you," and transferred me. I could hear the smile in her voice. She was dynamite.

At MB Piland, we believe that everything speaks. Everything. Your marketing materials may be super-snazzy, but they aren't the only things that contribute to—or take away from—the brand experience. Be sure you're paying attention to all the communications that come out of your office so that you're always putting your best face forward. —Martha