What Does Your Brand Promise?A brand promise is the cornerstone of branding as a marketing strategy. Properly developed and managed, the promise can generate new business and referrals from past clients. However, poor brand development and weak business management will lead to broken promises. Broken promises drive customers to the competition.
A Brand Is A PromiseA brand promise means that clients’ realistic expectations will be met. In practice, this means that Starbucks promises that customers will receive the same quality of coffee at a location on Wall Street as in a beachfront store in Santa Cruz, California. Or that the Williams of Sonoma gift card you bought online can be applied to your next purchase at a Williams of Sonoma store, wherever it is located. As consumers, our expectations are not based on who made or sold the coffee. Nor are they dependent upon where you purchased the gift card. The critical element is that the brand promise itself, Starbucks, Williams of Sonoma. Successful brands make promises upon which we base our expectations. The Good News About PromisesBy consistently providing quality service, in effect you promise that clients will continue to receive the same quality. This promise of quality is reassuring to your clients and contacts. It increases their comfort in continuing to deal with you and also recommend potential clients to you. Not surprisingly, this promise of quality is a key element in both your overall marketing planning and also your personal marketing plan.
The Bad News About PromisesThe bad news element is the all-too-familiar problem of dealing with fallout from broken promises. Fulfilled promises-–or expectations–-are great. Remember how eagerly you anticipated that special meal in your favorite restaurant? And how wonderful it was when the experience was even better than what you expected? But what about when the food or service failed to met your expectations? The experience may have been so upsetting that you vowed never to go back. Broken Promises—The Worst Case ScenarioIn making promises, whether explicitly in words or implicitly through actions, you are setting standards that you must continue to meet. As long as these standards are met, all is well. However, once you fail to honor your promises, all hell can break loose. Most consumers tend to be well-informed. They know that
in today’s competitive
marketplace, they have many choices. Few things annoy consumers more than broken promises. Unhappy customers can, and usually do, respond by taking their business to the competition. Instead of happily promoting a business that has pleased them, they will joyfully badmouth one that has displeased them. What Does Your Brand Promise?Certainly you have made promises to clients.What are some of the promises that you have made most commonly? How consistently have you kept these promises? Be honest now, no one is watching. How does your brand promise reflect your goals and values? The promises that you make, whether by spoken statement or through your brand, are critical factors in developing your marketing communications. Top How To Develop Your PromiseWithout a doubt, your promise of quality is an essential element of your personal marketing plan...and your ultimate success. How To Achieve Better Marketing Results ... Sooner is
a new e-book that includes tools that will help you develop your
own promise. Specifically Exercise-4 will help you identify your achievements as a real estate agent. This tool will help you develop an out line of your promise that help prospects learn about how as their real estate agent. you will help them enjoy by selecting you By more effectively promoting your promise, you can attract more clients...generate more new business...and achieve more success in real estate. Top Need some help with the development...or refinement...of your brand promise? I'd be happy to help by coaching you through the process. Top
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This is the
good news element of the
promise: it reassures clients and contacts, which in turn will
generate more business.
