Episode 9: Promise and Deliver – Developing your Brand Promise

Show Notes

The brand promise is a value or experience a company’s customers can expect to receive every single time they interact with that company. 

Humanize your brand – let your employees own their customers’ experiences

  • What can your customers expect EVERY TIME?
    • 24-hour service
    • Price matching/beating
    • Follow up
    • Maint/upgrades included (Tesla)
  • Why/ are you different from your competition?
    • Longevity
    • Quality or Style – theirs vs ours examples
    • Bigger – or Smaller – both can be a hook
  • What makes them think of YOUR brand next time?
    • Follow up – extend the conversation beyond getting paid
    • Value (what you delivered vs what they paid)
    • Referrer/Loyalty Programs?
    • Conflict Resolution – did you fix it?
  • Does your brand inspire? (philanthropy, ethics, etc?)
    • What feelings SHOULD your brand inspire? 

Examples:

FedEx: “When it absolutely, positively has to get there overnight”

BMW: “The Ultimate Driving Machine”

Geico: “15 minutes or less can save you 15% or more on car insurance.”

Apple: “Think different.”

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