Promise To Deliver The Expected To You
Brand evokes the responses. There are many people who love their Apple iPod or love their car etc. There are certain feelings that come to your mind when you think about your favorite brands. People expect that these brands should demonstrate brand promises every time whenever they are, encountered. The way in which corporations conduct business has changed dramatically in recent decades A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo. Promise is one intangible thing on which everyone in this world relies on without any witness or proof. Out of fear of losing audience, most companies will try to compete on price, quality and service and that’s a recipe for disaster. Coke was fine to come out with Diet Coke, Cherry Coke and a host of other flavor variations but they completely missed the mark when they introduced NEW Coke. People believed in Coke, identified with Coke, and it was a part of their history. New Coke was seen as a betrayal of the brand itself, a vote of no confidence in their core product. The goal of brand positioning is to develop a brand promise that is unique, compelling and believable. Any successful brand positioning project must evaluate all potential brand promises against these three criteria unique, compelling and believable. The winning promise must deliver against all three criteria or it won’t work. The only way to assess this is to measure each of these for each brand promise option with each key target audience. Take an example of FedEx’s brand promise. FedEx’s latest brand promise, “peace of mind” raises the stakes. The measurable deliverable is the customer’s ability to know where his or her package is at all times. FedEx figured this out several years ago, and quietly spent a billion dollars a year making sure that customers big and small had the necessary terminals installed to handle this new tracking capability. They handed out disks containing the necessary software like so many AOL freebies. Now the brand promise is being sold via the marketing slogan, “Relax, It’s FedEx.” Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality. Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world. Some examples are “Nike: Authentic Athletic Performance,” “Hallmark: Caring Shared,” “Disney: Fun Family Entertainment or “Disneyworld, Magical Fun,” “Starbucks: Rewarding Everyday Moments,” “The Nature Conservancy: Saving Great Places.”A brand promise is not a statement of purpose, but a promise made to the customer. Whereas a mission statement focuses on what you are, a brand promise focuses on what you offer in a way that matters to students. Mission statements don’t differentiate much. In fact, most colleges can swap mission statements with schools in their market category since they all share the same purpose of providing higher education. And that’s the problem with substituting a mission statement for a brand promise. The purpose of a brand promise is to differentiate. Likewise, a strong Brand Reputational Value has many positive influences on internal stakeholders, such as all employees, managers and directors. Companies with strong brands are able to retain employees for a longer period of time, on average. These employees often represent and encourage the brands themselves—think Southwest Airlines or Starbucks. By 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. For purposes of real estate marketing, 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. This is the good news element of the promise: it reassures clients and contacts, which in turn will generate more business.
Brand evokes the responses. There are many people who love their Apple iPod or love their car etc. There are certain feelings that come to your mind when you think about your favorite brands. People expect that these brands should demonstrate brand promises every time whenever they are, encountered. The way in which corporations conduct business has changed dramatically in recent decades A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo. Promise is one intangible thing on which everyone in this world relies on without any witness or proof. Out of fear of losing audience, most companies will try to compete on price, quality and service and that’s a recipe for disaster. Coke was fine to come out with Diet Coke, Cherry Coke and a host of other flavor variations but they completely missed the mark when they introduced NEW Coke. People believed in Coke, identified with Coke, and it was a part of their history. New Coke was seen as a betrayal of the brand itself, a vote of no confidence in their core product. The goal of brand positioning is to develop a brand promise that is unique, compelling and believable. Any successful brand positioning project must evaluate all potential brand promises against these three criteria unique, compelling and believable. The winning promise must deliver against all three criteria or it won’t work. The only way to assess this is to measure each of these for each brand promise option with each key target audience. Take an example of FedEx’s brand promise. FedEx’s latest brand promise, “peace of mind” raises the stakes. The measurable deliverable is the customer’s ability to know where his or her package is at all times. FedEx figured this out several years ago, and quietly spent a billion dollars a year making sure that customers big and small had the necessary terminals installed to handle this new tracking capability. They handed out disks containing the necessary software like so many AOL freebies. Now the brand promise is being sold via the marketing slogan, “Relax, It’s FedEx.” Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality. Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world. Some examples are “Nike: Authentic Athletic Performance,” “Hallmark: Caring Shared,” “Disney: Fun Family Entertainment or “Disneyworld, Magical Fun,” “Starbucks: Rewarding Everyday Moments,” “The Nature Conservancy: Saving Great Places.”A brand promise is not a statement of purpose, but a promise made to the customer. Whereas a mission statement focuses on what you are, a brand promise focuses on what you offer in a way that matters to students. Mission statements don’t differentiate much. In fact, most colleges can swap mission statements with schools in their market category since they all share the same purpose of providing higher education. And that’s the problem with substituting a mission statement for a brand promise. The purpose of a brand promise is to differentiate. Likewise, a strong Brand Reputational Value has many positive influences on internal stakeholders, such as all employees, managers and directors. Companies with strong brands are able to retain employees for a longer period of time, on average. These employees often represent and encourage the brands themselves—think Southwest Airlines or Starbucks. By 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. For purposes of real estate marketing, 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. This is the good news element of the promise: it reassures clients and contacts, which in turn will generate more business.