What is your Brand Promise?
People often ask, “what is a brand?” You can think of a brand as a promise that you make to your customers. There’s two parts to that promise 1) What you promise to provide or deliver and 2) What you actually deliver. As a brand, you must be true to your word. Business make these promises through the perceptions they create, from the visuals they use , in the promotions they offer and the advertising campaign they develop. All of these communicate that Brand Promise. For example, restaurant “A” promises delicious food, served in a relaxing environment by a superior chief. Customers of restaurant ‘A” have confidence that they will enjoy their dining experience. The restaurant uses social media along with trip advisor reviews and print advertising to reinforce this perception. But what happens when the dining experience is sub par !? Now a customer may distrust the service – it didn’t keep its promise. The cost of correcting the broken promise can be substantial. Marketing needs to be extremely clear on what the brand is truly delivering. Before you build your brand look at the gaps between your perceptions and performance and evaluate what you should change. When you’ve done that you can move on to building your brand by truly delivering against the promises you make.