How to make your brand promise meaningful to your employees

 

 

 

A woman and a man on a business lunch in a restaurant

In a recent IThink post, we shared four things a brand promise needs in order to drive true customer loyalty. Together, these make up the building blocks of an effective brand promise—one that has the potential to connect emotionally with customers and is the basis on which lasting relationships can be formed.

But, as we all know, making a promise is just the first step. To successfully drive true customer loyalty, you must also be able to consistently deliver on the brand promise over and over again—something that will require everyone in the organization to become brand managers and brand ambassadors who understand why, and know how, to apply the brand promise to their daily decisions and actions.

In fact, at Infinis Consulting, we believe and teach other business professionals that the brand promise belongs to everyone in the organization, and it must be central in all business decision-making.

However, through our work with other organizations, we often see this common mistake: companies sometimes struggle to deliver on their brand promise because they tend to focus resources disproportionately on the external communication of the promise (i.e., promoting to their customers) rather than devoting necessary resources to the internal communication to, and equipping of, the people (their employees) who are critical to delivering the brand experience.

An authentic brand promise is much more than a simple poster on a wall (which no one probably reads anyway). For it to be delivered consistently, time after time, across all touch points, a brand promise must be made meaningful for all employees.

To do this, review your brand promise and ensure that it is:

  • Simple – Easy for everyone to understand and state in his or her own words.
  • Realistic – Something that all employees believe they can deliver consistently.
  • Actionable – Something that can be translated into clear and concrete actions.
  • Indicative – It clearly demonstrates: “What you will do, and what you will not do.”

Your customer experience is dependent on the people delivering it. These four tips can help ensure that everyone in the organization is prepared to deliver on your brand promise.

To know how can we make your organization’s brand promise more meaningful for your employees? contact us

Beyond repeat customers, building true brand loyalty

BrandLoyalty

For many organizations, repeat customers are the sign of brand loyalty. However, at Infinis Consulting, we believe that true brand loyalty is something entirely different and far more meaningful.

How can you tell the difference between FALSE and TRUE loyalty? Try this activity:

Think of a brand that you have a long-lasting relationship with, and ask yourself the following questions:

  • Do you spend more time or money with the company in repeated purchases?
  • Have you stopped looking into offerings provided by competitors?
  • Do you travel longer distances or wait longer to do business with them?
  • Do you forgive them when they make small mistakes?
  • Do you tell others about your positive experiences and recommend the company to others?

If you answered, ‘yes,’ to these questions you may – or may not – be truly loyal to this brand. For example, customers that appear loyal may simply be unaware or unable to access competitors or alternatives. Now, ask yourself another important question. How you would feel if this brand went out of business?

We believe that true loyalty is the presence of deep attachment to the brand, not simply the presence of repeated purchase behavior. Even though customers engage in repeated business with a brand, it may not necessarily translate into deep attachment.

How would your customers feel if your brand no longer existed?

We have learned that to earn true loyalty an organization must deliver a superior brand experience consistently over time. Deep attachment does not simply occur after one excellent experience in the midst of average or below average experiences. Aim to exceed expectations at every customer touch point (hint: not just the obvious ones).

How does your organization develop true brand loyalty? Contact us