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BRAND PROMISE GUARANTEE


BRAND PROMISE GUARANTEE OVERVIEW


BRAND PROMISE

• It must really matter to your customers

• It must differentiate you from your competition

T H E P R O M I S E Y O U M A K E TO Y O U R C U S TO M E R S


BRAND PROMISE

WHO? Your Core Customer & their Needs

WHAT? What makes you unique – or at least uncommon

HOW? The persuasive strategy that will convince your WHO to buy your WHAT

I t ’ s H O W y o u s e l l y o u r W H AT t o y o u r W H O


POWER OF A GREAT BRAND PROMISE

• Easily attract your core customer

• Makes you memorable, remarkable, and standout in the market

• Gain clarity on what’s important to your core customer

• Focus sales and delivery teams

• Close deals faster and easier

• Play to your strengths


STEPS TO DETERMINE YOUR BRAND PROMISE

1. Decide on your Sandbox

2. Identify your WHO

3. Discuss their needs (vs. wants)

4. Understand what you are uniquely qualified to deliver

5. Determine your Brand Promise


YOUR BRAND PROMISE IS YOUR MESSAGE TO YOUR WHO

The real value lies in the system you create to ensure you deliver it:

• Activities• Strategies• Brand Promise KPIs• Brand Promise Guarantee


BRAND PROMISE GUARANTEE

• How can we be sure you will keep your promise?

• What will you do if you fall short?

• Reduces or removes risk for your customer

• Causes you to build the internal systems and processes necessary to ensure you always deliver


BRAND PROMISE GUARANTEE EXAMPLES


GRANITEROCK EXAMPLE

B r a n d P r o m i s e : To t a l C u s t o m e r S a t i s f a c t i o n

e q u a l t o o r g r e a t e r t h a n N o r d s t r o m ’ s

B r a n d P r o m i s e G u a r a n t e e : “ S h o r t P a y ”

“ I f y o u a r e n o t s a t i s f i e d … d o n ’ t p a y u s . W e w i l l c o n t a c t y o u i m m e d i a t e l y t o r e s o l v e t h e p r o b l e m . ”


INTUIT EXAMPLE

B r a n d P r o m i s e : S o e a s y t o u s e ,

y o u w o n ’ t n e e d t e c h s u p p o r t

B r a n d P r o m i s e G u a r a n t e e : “ F r e e t e c h s u p p o r t ”


WORK ON YOUR BRAND PROMISE GUARANTEE


WHAT’S OUR BRAND PROMISE GUARANTEE?

• Step 1: What is our Brand Promise?

• Step 2: How do we know if we’ve kept our Brand Promise? (KPI)

• Step 3: What will we do to ensure we don’t fail, or what happens if we do fail? How can we reduce the customer’s risk to buy?


BRAND PROMISE GUARANTEE TEST

•Does the Guarantee make us Different from our competitors?

• How does it Hurt us?

• How does it Improve us? (The pain of the guarantee should help us get better.)

• Does it Help Close Sales?


NEXT STEPS


BRING YOUR BRAND PROMISE TO L IFE

• C o m m u n i c a t e y o u r g u a r a n t e e t o e v e r y o n e i n y o u r c o m p a n y s o t h e y c a n h e l p t o e n s u r e y o u a l w a y s d e l i v e r .

• E n s u r e y o u r S a l e s a n d M a r k e t i n g t e a m s a r e u s i n g t h e B r a n d P r o m i s e G u a r a n t e e t o h e l p c l o s e d e a l s .

• I f y o u h a v e t o d e f a u l t t o y o u r G u a r a n t e e , t a k e t i m e t o r e f l e c t o n t h e l e s s o n s l e a r n e d a n d m a k e a d j u s t m e n t s t o y o u r p r o c e s s e s a n d s y s t e m s .

brand promise guarantee rhythm university slideshare

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