A brand promise incorporates what customers can expect from interacting with a specific company. It’s important to get your brand promise right, every single time.
A brand promise identifies a value or experience that a company’s customers can expect to receive every single time they interact with that organization. The more a company delivers on that promise, the stronger the brand value will be in the minds of the customers and employees. But what happens if your company isn’t living up to its’ brand promise?
A brand promise can have a negative impact on a business.
While a brand promise is a statement establishing what customers can expect from the company, the successful execution of a brand promise relies directly on the team members delivering on that promise each and every day. If the team members fall short on their delivery, this will negatively impact the customers’ perceptions of that organization and negatively influence their trust. Ultimately, the company may or may not be aware of the damage that was done.
We recently worked on a project for a company to gather market intel and to help evaluate industry trends. The business had taken a negative turn over the last two years and has been consistently losing market share while new competitors are emerging and gaining ground quickly. Their satisfaction ratings were dropping, and they were receiving more and more negative online reviews. Unfortunately, their reputation in the industry was being tarnished.
When we presented the results, it became clear that they were not successfully, consistently delivering on their brand promise which was driving the results they were experiencing.
When they asked their executive team what their thoughts were about their brand promise, the team members ultimately and reluctantly shared the fact that they didn’t believe in their own brand promise. This was a shock to our client contact.
So, if the members of the executive team don’t believe in the brand promise, how are the other employees supposed to support and uphold the brand promise. Furthermore, how are they supposed to convince their customers if they don’t believe it? As a result, the client has made a commitment to re-define their brand promise to one that truly captures what their customers want and expect and one that all of the employees can support as well. Including their customer feedback in solving this dilemma will ensure they are on the right track to deliver on that promise and build a stronger brand value in the mind of their customers and employees.
It is so incredibly important to make sure your brand promise is one that you can stand by and have the utmost confidence in. It needs to become a part of your culture and training as everyone in the organization needs to uphold the brand promise. Failure by one can mean failure by all.
Consider these Customer Acceleration tips that will help you make more money from your customers and make them happier in the process!
And if you’d like some help with it, please reach out at (216-876-1165) I’m happy to help you get started. My video series, Insights to ROI, has a video on this topic as well as others that may be of interest to you.
