I have always operated from a belief that consumers favor doing business with people they KNOW, LIKE and TRUST. So, anything we, as marketers, can do to enhance or accelerate this “get acquainted” process can result in moving that purchasing process forward.
That’s the function of a project Brand-MD recently completed for Indianapolis
Southside Harley Davidson (no relation!). It was ISSHD Marketing Director, Sherry Long’s idea to 
create photos and bios of all employees as a feature on the company website. She knew the uniqueness of getting to know, like and trust their employees lies in the fact that a vast majority are lifetime bikers – and, most are longtime employees; some as long as 40 years!
Thanks to Sherry for using us. And, recognition to photographer Fred Gallico (fjgphoto@sbcglobal.net) for some outstanding “environmental” photos, 
comfortably capturing images of each employee in their specific work environment.
Certainly this is a ‘soft’ feature of the website – perhaps un-trackable in generating new store traffic or sales leads. However, it clearly communicates
one of ISSHD’s most compelling Hard Competitive Differentiators – the superior experience of it’s staff.
We cannot think of a better way to communicate 
such a unique and powerful competitive advantage.
Click for Indianapolis Southside Harley Davidson site.
Brand-MD 