In the previous newsletter, we asked you to survey your current customers to see if you fall into the 75% of highly successful companies that deliver on their brand promise. What were the results? Are you consistent or is there room for improvement?
A promise is only good if it is measurable and kept. Remember Chipotle and their inability to keep their promise of “food with integrity”?
Your brand will grow in value when a promise is delivered consistently. Although the opposite is true too—you’ll lose value when you fail to deliver. Use your promise as a tool so your customers can hold you accountable to what it is that sets your brand apart.
Your promise can be expressed as a tagline or as the message on the homepage of your website. However, it must ALWAYS be manifested within the delivery of the customer’s experience.
Be confident and deliver a consistent experience for your customers. Perception will influence behavior, which will ultimately drive long-term value.
Consider: Tom Peters, a highly regarded business thinker, said that developing a Brand Promise was important and made sense, but unless everyone in the company buys into it, the whole exercise is a waste. He asks, “Does this Brand Promise make sense to you? As individuals? In your daily work? With your clients? Is it genuine, dramatic, and inspiring?”
“Promises are like babies: fun to make, but hard to deliver.”
(Your brand will thank you)