This has been in our head for a while...is your brand promise, and not everyone has one, a true brand promise or maybe an overdone promotion/offer/statement of fact in hiding?
There are many definitions of a brand promise and many arguments come about when trying to create one, it’s a very personal thing that people quickly become very passionate about. Our definition of a brand promise is a brief statement of what you can deliver to the customer on a consistent basis time, after time, after time, after time, after time, after time...you get the point. That brief statement also has to be something that you and your staff have to live, breathe and work through on a daily basis. If you can’t, well then it’s probably time to go back to the drawing board to find another one. Oh yeah, and the target customer has to find it believable, if they don’t believe, they won’t show up to buy. There are many other points to argue and pick at, points are the type to be debated by those you trust to run your branding process or in a spirited debate at a local watering hole. Trust us; we’re not done talking about brands promises yet kids, not even close (aka, more posts to come).
So really, this brand promise you have, does it go like any of these:
Point being, will those get some people in the door, sure they will. Will you be memorable or just get clumped in with all the other competitors in your already crowded category?
What can you do then...well you can come up with that brand promise we talked about and build some brand equity silly! Can you afford to out spend the competition? Can you afford to let people chunk you in with the others? Can you afford not to be different?
Didn’t think so.
Like we said...this has been in our head for a while...did it get in yours?
There are many definitions of a brand promise and many arguments come about when trying to create one, it’s a very personal thing that people quickly become very passionate about. Our definition of a brand promise is a brief statement of what you can deliver to the customer on a consistent basis time, after time, after time, after time, after time, after time...you get the point. That brief statement also has to be something that you and your staff have to live, breathe and work through on a daily basis. If you can’t, well then it’s probably time to go back to the drawing board to find another one. Oh yeah, and the target customer has to find it believable, if they don’t believe, they won’t show up to buy. There are many other points to argue and pick at, points are the type to be debated by those you trust to run your branding process or in a spirited debate at a local watering hole. Trust us; we’re not done talking about brands promises yet kids, not even close (aka, more posts to come).
So really, this brand promise you have, does it go like any of these:
- Nobody Beats Our Prices, Nobody
- Rebuttal: Well, I’m Mr. Nobody...come shop at my store.
- Service, Selection and the Best Pricing
- Rebuttal: Great, who are you again? That’s what the other people said too...are you owned by the same people?
- Where There’s Always a Sale
- Rebuttal: Really, then why did I find it at your competitor for cheaper and NOT on sale?
- The #1 Rated In Customer Satisfaction in 2008
- Rebuttal: According to who and based on what Skippy?
Point being, will those get some people in the door, sure they will. Will you be memorable or just get clumped in with all the other competitors in your already crowded category?
What can you do then...well you can come up with that brand promise we talked about and build some brand equity silly! Can you afford to out spend the competition? Can you afford to let people chunk you in with the others? Can you afford not to be different?
Didn’t think so.
Like we said...this has been in our head for a while...did it get in yours?
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