***UPDATE: In light of recent events and the timing of our post, it seems we may have jinxed CFA a bit with all the love. However, all companies, even Chick-fil-A, can find themselves in rocky PR waters. We wish all parties on both sides of the issue the best.***

Ok, it’s a little known secret that certain SI employees consume a little too much Chick-fil-A. Names have been changed to protect the guilty: Fae, Maa, Zoe, Nan and unidentified-cow-who-wears-his-horns-like-a-man. In fact, I may have a new book for Harvard Health Publication’s The Almost Effect series: Almost a Chick-fil-A-aholic. But I digress.

Today, July 13, marks Chick-fil-A’s Cow Appreciation Day, and we were there, horns, spots, tails and all. But in all seriousness, Chick-fil-A is an example of branding genius. They never cease to be great, and I wanted to highlight a few things us communications and marketing types can learn from Chick-fil-A on Cow Appreciation Day:

1. They’re customer centric — From the cashier who takes the order to the server who delivers the food, it’s always their “pleasure” at CFA. While many places seem to miss the mark when it comes to customer service, it’s rare for a Chick-fil-A employee to get it wrong. I’m frequently impressed. This dedication to the customer is something we’d all do well to observe. Especially if your company is a small business, that’s what makes you stand out.

2. They’re brand is extremely consistent — On our trip for Cow Appreciation Day, we made special note of the brand’s consistency, all the way down to the little sticker holding the receipt to the tray. It read, of course: “It’s our pleasure.” It’s clear that no detail is too small.

3. They have a product people love — Fancy branding and customer service are great, but if you don’t have a product people want it doesn’t matter. This is certainly not the case with Chick-fil-A. My colleagues and I can attest that this food is almost addictive. Adults and kids alike love them some Chick-fil-A.

4. They’re approachable, without being in your face — Days like Cow Appreciation Day speak to the approachable, fun nature of CFA. It’s chicken, and they have an appropriately down-home, family friendly atmosphere to match. And, while their billboards and occasional commercials will put a smile on your face they’re never too much. True to the brand’s approachable nature, their ads tend to be low key, but yet still memorable.

5. They give back — Honestly, part of the brand’s approachability stems from their ability to be large but community oriented all at the same time. They’re not loud about their giving back, but you know they do. From free breakfast week to Cow Appreciation Day — patrons who dressed like a cow received a free entree — to their WinShape Foundation, Chick-fil-A is a brand you just can’t help but like. And, we can all learn a little about business, customer service and community involvement from them. Hats off to you Chick-fil-A.

On behalf of everyone at Shelton Interactive, Happy Cow Appreciation Day! Eat Mor Chikin!’