It’s the 2nd of January and we’re wondering how many New Year Resolutions have been broken already … was it easier to take public transport to work than walk, did the kale appear in the morning smoothie, was the alarm snoozed? While we are creatures of habit, consistent in setting goals to ourselves at the start of each year, brands have their own promises that aren’t defined by the calendar year.
A brand promise is slightly different to a resolution – it’s more about connecting the brand purpose, value and difference to prove to customers why they should buy or believe in the brand offering. The brand promise demonstrates the value of customer experience and while can be the tagline, is much more than catchy phrase.
Three brand promises that you might be familiar with include:
Bunnings: Lowest Prices Are Just The Beginning
Virgin: To Be Genuine, Fun, Contemporary, And Different In Everything We Do At A Reasonable Price
Uber: Always The Ride You Want – The Best Way To Get Wherever You’re Going
While consumers might be accepting of their own shortfalls when it comes to breaking resolutions, there’s an increasing expectation of brands to keep their own promises and here lies the challenge. The ability to deliver a brand promise relies on a number of factors: it needs to resonate with the customer but be different enough from the competitive set. It needs to be aligned with the value that the brand provides the customer. It is dependent upon the brand promise being evident at all touchpoints of the relationship it has with the customer: from their personal customer experiences to the employees working for the brand who deliver the experience.
So how do brands keep their own promises? Involve the customer. While the focus on the customer experience won’t be a revelation in 2018, brands need to recognise the changing dynamic and the increased complexity that defines relationships customers have with brands. When I ride with Uber, I want to be assured that the ride I want, is with a driver that is being paid fairly but still offers me value for money. What I view as fun in plane travel as a business customer is vastly different to how I view it as a holiday traveller. And if lowest prices are just the beginning, what comes after the beginning – what else (apart from the standard sausage sizzle) is Bunnings going to offer me to provides with the value I’m looking for.
Good luck to all the brands in 2018 – you might need it.
By Paul Dixon