Best Practice: Best way to protect a brand is to deliver on the brand promise and meet and/or exceed customer expectations.
Today’s Article: Protect Your Brand by Delivering on the Brand Promise
What is a brand promise?
A brand promise is what the business is telling customers to expect.
Examples: convenience (TD Bank – “America’s Most Convenient Bank”), friendliness (United Airlines “Fly the friendly skies of United”), death ( Raid “RAID kills bugs dead.”), expect more (Target “Expect More Pay Less”), fresh (Subway “Eat Fresh”), happiness (Disneyland is “The Happiest Place on Earth”), helpful ( Ace Hardware Stores “The helpful place” or “Ace is the place with the helpful hardware man.”), performance (BMW “The Ultimate Driving Machine), purity ( Ivory Soap “Pure clean, pure Ivory.”), quality (Whole Foods core value: “Selling the highest quality natural and organic products available”), relief (Anacin “For fast, fast, fast relief.” ), saving – lower prices (Walmart”Save More Live Better” or “Always lower prices”), security (Lifelock “Relentlessly Protecting Your Identity”), speed ( Fast Signs, Kwik Kopy, Sir Speedy Printing), taste ( Maxwell House “Good to the last drop”) or ( Kentucky Fried Chicken “Finger lickin’ good!”), trust (CNN “The most trusted name in news”.), try harder (Avis “We try harder.”)
Only promise what can be consistently delivered on. Failure to deliver on the brand promise weakens the trust people have in the company, product or service.
“A chain is only as strong as its weakest link.” “A brand is only as strong as its weakest link”. Follow the flow of interactions or connections that a customer has with the company, product or service. Inspect what is important. These customer interactions are important. Make sure the brand promise i.e. if it is helpful or friendly, that it is happening at each interaction.
Action Step: First write down your brand promise. Next, write down the flow of interactions you have with customers and regularly inspect how the company is delivering on it’s brand promise. Tip: A Customer Relationship Management system (CRM) can help with this.
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