What’s Your Brand Promise?
Branding is what people say about you when you are not in the room. Brands make a promise when they say what the promise is. Sometimes they just said explicitly and sometimes they just express expectations. If that expectation is met and people are happy with it this created a good conversation at the back of the brand. This process creates a successful brand.
What do you promise to your customers as a brand?
Example of a promise according to Ran Segall can be: helping your freelance business to succeed and give exceptional customer service. You need to make sure you deliver this promise. You can say brand promise explicitly and also you deliver promises through the brand experience.
Brad Giles give an example of FedEx who promises to deliver overnight and to keep their promise they do everything to deliver on time.
Fast Cat Ferries promise is Ferry Safe, Ferry Fast, Ferry Convenient. The lead brand promise is to be very safe as they were ferry disasters in the past. They improved their systems and measure this promise.
Four things that will confirm that you’ve got the brand promise
First, you need to make sure you are different in the market place. If you cannot differentiate yourself your promise needs work.
Second, brand promise is helping the sales team to close by using it. This gives comfort and better understanding for the customer and also for the sales team to be more aligned with the brand.
Third, it helps the sales team and delivery team to work in sync while delivering the same outcome desired set outcome.
Lastly, it helps to guide the decision-making process when deciding about new services or products or change of service or products.
A brand promise should last until it stops working. Make sure you measure its performance.
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