Fulfilling Your Brand Promise

- May 2, 2012

Action Wednesday/Positioning

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we’re going to discuss fulfilling on brand promises.

To determine whether or not you are fulfilling your brand promise, compare the expectations your customers have of your brand to their actual experience. With respect to Once a Day Marketing, I hope
you expect knowledge, strategy and inspiration to market every day. If I am delivering that then you are a happy customer.

Look at your own company, brand and product. Are you delivering? Are you exceeding the expectations of your customers? Are they having a great experience? If not, determine why not and make the appropriate changes.

When you are meeting or exceeding your brand promise you should have many happy customers and lots of repeat business as well. If you are noticing disgruntled or unhappy customers, it could be that
you are not delivering on your promise. Are you noticing that business is starting to fall off?

If you are seeing these symptoms, start doing some exploration. That is your action item for today. Do quick self assessment first. Are you sensing any of these changes taking place? Do you know that you
are not fulfilling your brand promise?

Ask your employees. They are in the trenches dealing with your customers and getting feedback. Lastly, ask your customers how you are doing. Take that answer to heart and then work to deliver consistently on that brand promise.

Let’s visit our taco stand on the plaza for an example. The taco stand’s brand promise is that they deliver authentic food that is inexpensive and fast. Imagine if you go there and you stand in line forever,
or prices have gone up or he is now serving Chinese food. Is he delivering on the brand promise? If the taco stand owner is not delivering on the promise customers will go somewhere else next time.

Rest assured that I will continue to work hard to fulfill my promise to deliver knowledge, strategy and inspiration to help you market every day.

That concludes Action Wednesday. Stop by tomorrow for Recon Thursday. To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com. I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.