A brand is a promise

A brand is a promise that you will deliver a service or product in the way that the customer expects it. This sounds simple enough, however, there are many things that can go wrong. An enterprise may have inadvertently oversold the features and benefits, hence the old phrase: “Undersell and over deliver.”

There may be hidden costs, i.e. delivery, maintenance or additional features. Before the customer buys, be as open and transparent as possible about the whole package that you are offering.

What if there is a problem, after the sale has been made? How easy do you make it to communicate with you? Is your telephone number clearly displayed on your website? Ideally, this should appear at the top of every page. Contact forms are fine and I understand why they are so popular. However, many people prefer to send an email.

The key issue is to decide what your promise is, in the first place. You may think that you know what it is. Your customers may have different ideas. It is a good idea to talk to customers and get their viewpoint on what your brand is all about. The challenge is that they don’t think about your brand as often as you do and they will probably come up with all sorts of conflicting points of view. It is still worth doing this, at least once a year.

Your brand values are the place to start. Do you have these written down? Does your team know what they are?

When was the last time that a company broke a promise to you? How did it make you feel? How often do they have to do this before you go somewhere else?

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