A “brand promise” is client focused communication tool that describes what you commit to deliver and what makes you unique. It should connect with and inspire clients at all levels including corporate decision makers, key influencers as well as end users. An effective brand promise provides a standard that all departments can commit to delivering against.
What promise are you making to your clients? Are you explicitly communicating your promise or are you leaving it up to your clients to infer your promise?
Organizations that consistently create die-hard fan clients develop a brand promise and then deliver on that promise. [bctt tweet=”Organizations that consistently create die-hard fan clients develop a brand promise and then deliver on that promise.” username=”markatrisepg”]
A Brand Promise provides the following benefits:
- Pre-frames client expectations – Focus the client on strengths rather than weaknesses.
- Provides a commitment for the client to buy in to – a promise creates hope and then your delivering on the promise creates trust.
- Provides a standard that can help improve customer satisfaction scores – clients gain clarity about how to measure the success of the relationship.
- Helps align the organization – the organization gains clarity into client priorities and messaging.
In the company’s book, Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success, is a story about a woman who sent Southwest a complaint letter after every flight she took. She would complain about problems such as the lack of assigned seating, the lack of a first-class section, the lack of meals, the flight attendants’ uniforms, and the casual atmosphere. According to the book, one of those letters finally made it up to the desk of then-CEO Herb Kelleher. It reportedly took him 60 seconds to write back the following note: “Dear Mrs. Crabapple, we will miss you. Love, Herb.”
Southwest Airlines had created a brand promise. Their promise to their clients hasn’t changed much over the years. They commit to being:
- Cheap (no frills)
- Reliable (on time)
Once that brand promise was clearly stated, all they must do is deliver on it. Having a clear understanding of that brand promise made it quite simple for Mr. Kelleher to respond to the unhappy customer. Her expectations didn’t fall within their brand promise, but it does for millions of other happy (and very loyal) die-hard fans.
Review and analyze your brand promise.
If you don’t have one, start by answering these three questions:
- What are your target markets’ functional, emotional and altruistic needs?
- What do you uniquely deliver that provides the most value?
- What fulfills your organization’s mission?
When you answer those three questions, you’ll find your brand promise. When you commit to consistently delivering to your brand promise, you’ll start to build a base of die-hard fan clients.
Intentionally attract and serve those clients who value your brand promise and do not be afraid to politely walk away from clients who do not. [bctt tweet=”Intentionally attract and serve those clients who value your brand promise and do not be afraid to politely walk away from clients who do not.” username=”markatrisepg”]
Want to know more about creating Die-Hard Fan Clients? Download our FREE eBook Loyalty Isn’t Luck!