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Posts in Brands

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BRAND PROMISE

By Janie Ash - 15 May 2013

Your Brand Promise:

Is NOT slogan or a tagline, but rather an internal mantra.
 
Is at the heart of an effective strategy to differentiate your business from your competition.
According to Verne Harnish, your devotion to delivering on the promise must be maniacal. You must choose the right brand promisethe one your customers respond to, the one you can track and execute day after day.
 
Must be relevant to and resonate with your target market.

In its Brand Promise Breakdown, University of Michigan-Flint suggests that you consider how your brand promise sounds to your target market(s). To craft its brand promise, UM-Flint asked target audiences which potential positive brand messages they most preferredthose they viewed as most important, believable, and differentiating.
 
Must  be evaluated against these three criteria: unique, compelling, believable.

Brad VanAuken (The Blake Project) says the winning promise must deliver at a high level against all three criteria or it wont work. He suggests you have your target audience rate each potential promise on each of these three criteria.
 
Must be delivered to clients consistently, every time by every employee in every action taken and in every marketing channel.

If your businessincluding all employeescant deliver on the brand promise, it will severely stunt brand success. When you promise to empower your employees [to deliver on your brand promise], you have to actually do it, says the Young Entrepreneur Council.
 
Impacts your credibility and trajectory of your brands perceived value. If its not in harmony with the brand proof, the speed of social media communication can erode credibility.

As Thomson Dawson (Branding Strategy Insider) puts it:  If you dont deliver what you promise to people, in time, you wont matter to them.  He suggests that you consider if your marketing messaging and imagery could be breeding mistrust and degrading your brands value.  Check out the examples of images from fast food advertisements versus the actual products that he attributes the blog Alphaila. Broken brand promises? You bet.
 
Is manifested in the delivery of the overall brand experience.

According to Hinge Marketing, expectations are communicated by the brand itself. The brand promise is the expected tangible benefit that creates desire for a product or service. It allows a business to set up customer expectations and generate excitement.
Only when you prove you are different and trustworthy will people talk about you, show their loyalty, and recommend you to their friends. Thats a true measure of success for your brand promise.
Are you maniacal about substantiating and delivering on your brand promise? What other factors are vital to your brand promise?

Tagged with: Brand Promise

Posted in: Brands

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BRANDS

By Janie Ash - 3 May 2013


Branding today is focused on two extremes At the one that provides only execution and very little insight (think logo and stationery); or the one that produces too much abstract thought that is either impossible to implement or takes too much time (think endless surveys, focus groups and dusty reports full of lost opportunities).

The real opportunity for success is distinct from the two. It lies in the ability to rapidly assess and move lightning fast. At Better with Jam, speed and momentum energize us and are strengthened by our ability to make critical decisions, identify high-value opportunities and make it all happen while others are paralyzed by indecision. You have to go for it if you want to succeed, which is why our mantra is, STAND UP AND BE NOTICED"

How do we get started? Bring us in for a half-day brand session with your top guys get you energized by the possibilities locked in your brand and motivated to increase its power. Come on! Let's go for gold!

Tagged with: Brands, Customer Relationships, Strategy


Call 01524 823 507 / 07771 764 958 or email hello@betterwithjam.com