Nepal | July 04, 2020

Keep your promise

brandbasics

Deependra Tandon
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A brand needs to adopt a promise that the customer believes in

httpcdn.business2community.comKATHMANDU

A company spends huge amounts of money in advertising and promoting their brands in order to attract new consumers and to retain existing ones. To attract them they make promises they think consumers would value. This brand promise is then communicated in the best possible fanfare. If the promise is good enough and is communicated well, you would attract consumers and a brand is established. Simple is it not? Is that all that a company needs to do to build a strong brand? Not quite.

It is easy to make a promise and communicate it. With the help of professional advertising agencies, sometimes it is done pretty well. But the hard part starts after that. Brand promise is a statement that the brand feels it can deliver to its customers in terms of value and experience. It drives a company’s actions, investments and focuses on delivering the experience it thinks the customer will value. A promise in itself does not have any value. It is in the delivery of the promise that value is created. Unfortunately, this is where most brands stumble. This is where successful brands get separated from mediocre ones. So what makes a brand promise work?

A promise in itself does not have any value. It is in the delivery of the promise that value is created.

VALUE AS SEEN BY THE CONSUMER

Value is something that is felt by the consumer. This could be inherently different from the marketer’s definition of value. A brand needs to adopt a promise that the customer believes in rather than what a marketer believes in for obvious reasons. Failing to do that means you have failed in the first block of attracting the consumers. Listen to the customers. That is where it all starts. A Coke would want to talk about its taste, its heritage, its network or its bigness. It chooses to talk about happiness as that it what is more important to the customer.

POINT OF FOCUS

As brand promise is the promise made to the customer; this becomes the anchor for the company. This is the uniting factor that the entire company gears towards. The buy-in needs to start internally as the people within the company are the ones who would deliver on the promise. You cannot have grumpy faces delivering ‘excellent customer service’. Disney is a great example where even their cleaners are great performers.

UNIQUE

Brands that stand out do so because they stand for something. If others are offering the same promise then there is no value. The promise sticks when you as a brand uniquely offer it. It should not be something that anyone can claim. An experience promised by Harley Davidson is something that only Harley Davidson can provide.

COMMUNICATE AND CONNECT

The promise should be communicated in a manner that connects with your consumers. Packaging is as important as the content. It should be simple and powerful. Good communication alone does not make brands great but great brands eventually master the art of communicating well with their customers.

DELIVER

Most importantly the promise needs to be delivered time and again. Consistency is the key with the only exception being over delivering. Apple promises innovation. If it ceases to do, it will not remain Apple. Trust in a brand is crucial and it comes from heritage. When you buy an Apple product you experience how the brand ‘Thinks Differently’. It is ingrained in all their touch points. Top companies deliver on their brand promise 75 per cent of the time. Are you one of them?


The author is a Co-Founder and Director of Advantage Group — A leading full-service communications group. He can be reached at deependra@advantage.com.np


A version of this article appears in print on September 13, 2015 of The Himalayan Times.


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