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Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE GUARANTEE
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE GUARANTEE OVERVIEW
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE GUARANTEE EXAMPLES
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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 . ”
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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 ”
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WORK ON YOUR BRAND PROMISE GUARANTEE
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
NEXT STEPS
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
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 .