Updated: Nov 9
Making a promise and keeping it are two different things.
Making a Brand Promise to your customers and keeping it can make all the difference between a successful and a failed brand. Here are seven secrets to ensuring you and your team keep those promises.
#1 Understand the Brand Promise and its Value
A brand promise is a commitment you make to your customers
that should be paid off with every experience.
It should be customer-centric, value-driven,
compelling, truthful, and unique.
Brand Promises are Important
Brand Promises matter to customers; it’s what they count on every time they have a brand experience. When promises are kept, trust is developed both with consumers and employees.
When Brand Promises are kept to customers:
It makes it easy to get behind your brand, become brand advocates and spread the word.
They are more likely to purchase and repeat purchase more services or products from a brand they recognize and trust.
Brand Promises also help the company as they:
Simplify and clarify the mission to provide unique customer value for all stakeholders.
Unify a company on how to deliver the best brand. This may be demonstrated as exemplary service, unique experiences, speed, accuracy, innovation, something that inspires, a value or purpose-driven efforts.
#2 Delivering the Brand Promise is challenging but worth the hard work
The successful delivery of brand promises has a profound impact on business. A brand promise is nothing if it’s not followed through with action. With many companies, this is a problem.
The global analytics and advice firm Gallup found "that companies are largely failing to make good on their agreements." Gallup surveyed 18 million customers and found,
only 50% of customers strongly believe that the companies
they do business with always deliver on what they promise
The highest-performing companies in Gallup's database
deliver on their brand promise 75% of the time,
according to their customers.
#3 Have a Brand Alignment Plan that delivers on the Brand Promise
Brand alignment is the practice of ensuring your brand is delivered as planned and as promised by all your employees and partners to all customer touchpoints and experiences.
Have a clear understanding of your Brand and your Brand Promise.
Understand the emotional power of your customer's feelings as a result of each Brand experience.
Makes sure your brand promise is something you can deliver. See my blog, "Are you keeping your Brand Promises?"
Create a plan and a strategy that maps out how everyone in the company understands the brand, embraces it and delivers the Brand Promise and your brand as you have planned