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A core component of your business strategy is your brand promise. Your branding foundations are important because they represent what your customers can expect from you. In fact, having a promise for your brand is the key to competing based on value and not on price.
You can think of this like a unique selling proposition or a differentiator; however, the big difference is that it's a promise. That means that you can tell whether or not you've delivered on it. And it'd hurt if you break a promise. It's not just words and marketing language. It's an important part of your business strategy.
So, how do you get your brand promise right?
First tip: Determine what would make you the obvious choice for your core customer. What would they want most? Now, the key is NOT to deliver on everything. What are the three things that you can absolutely nail? When you get the branding foundations set up right, it helps you to follow through with your business strategy later on.
Second: Design an organization specifically to deliver on your brand promise. In other words, the company you have now might not be capable of it yet. You have to have the talent, and systems and processes to back it up so that you can deliver on it consistently.
As you can see, a brand promise is not something to take lightly. Your promises are a very visible part of your business strategy and identity. And once you get your branding foundations right, you’ll have no trouble making differentiated promises confidently and consistently, that'll compel customers to repeatedly do business with you in no time.
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Karie Kaufmann
San Diego Business Coach
ActionCOACH Business Coaching + Training Center
3111 Camino del Rio N STE 101, San Diego, CA 92108
(619) 321-9262
www.kariekaufmann.com
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Video edited by: www.dennisleyton.com