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BRAND PROMISE


BRAND PROMISE OVERVIEW


BRAND PROMISE

• It must really matter to your customers

• It must differentiate you from your competition

THE PROMISE YOU MAKE TO YOUR CUSTOMERS


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


SANDBOX


WHAT IS YOUR SANDBOX?

• Where will you sell? (geography)

• What will you sell? (product lines)

• Distribution Channel? (B2B, B2C, dedicated sales force, sales reps, on-line, retail)

W h e r e w i l l y o u D O M I N AT E o v e r t h e n e x t 3 - 5 y e a r s ?

Step 1


CORE CUSTOMER


WHO IS YOUR WHO?• A real person, not a

category

• Much deeper than market segments

• They have reasons, emotions, fears, interests – they have NEEDS

T h e O N E Yo u C A N N O T L i v e W i t h o u t

Step 2


WHY DO YOU NEED TO KNOW YOUR CORE CUSTOMER?

•They will buy at optimal price & quantity to generate profit•Personalizing your “who” allows you to really understand them• This allows you to focus your resources & clarify your message•You can discover their habits and determine the best way to reach them – social media, on-line, etc.


EXAMPLE: START-UP FITNESS CENTERA n a d u l t m a n o r w o m a n w h o w a n t s a n d c a n a f f o r d a n

e x c e p t i o n a l p e r s o n a l t r a i n i n g e x p e r i e n c e


THEIR WHO?

A mom who wants her young children to get more nutrition • Realized it is not the child

who is making the purchasing decision

• Developed web strategy targeting their online savvy WHO

• Result: #1 brand in category, $400m a year in sales

J u i c y J u i c e E x a m p l e


RHYTHM SYSTEMS EXAMPLE

The c oachab le CEO o f a g row ing company w i t h 50+ emp loy ees , and mu l t i p l e l ev e l s o f managemen t who

wan ts t o empower t he i r t eam to s tay f oc us ed , a l i gned & ac coun t ab le t o

ac h i eve resu l t s .


IN 20 WORDS OR LESS:

• Who are your best customers?• Who makes the buying decision?• What does your team love about

working with them?• What do they love about working

with you and your team?• What do they all have in

common?• Role, title, responsibilities• Characteristics, traits

Who is Your Core Cus tomer?


NOW, WHAT DOES YOUR WHO NEED?• Focus on Needs not Wants

• What need is your competition unwilling or unable to meet?

• Put yourself in their shoes

• What keeps them awake at night?

Step 3


WHAT ARE YOU UNIQUELY QUALIFIED TO DELIVER?• Consider Strengths & Core

Competencies

• What are you uniquely qualified to do that others cannot do?

• Is there something you already do they don’t even know about?

• Do you have an asset you can use?

• Consider your “Best At” from the Hedgehog exercise

That fu l f i l ls thei r NEED (Not Wants)

Step 4


EXAMPLE: START-UP FITNESS CENTER“ M e a s u r e d p r o g r e s s t o w a r d t o t a l w e l l b e i n g ”


EXAMPLE: FEDEX P e a c e o f M i n d

• H a d t o r a i s e t h e s t a k e s f r o m o v e r n i g h t d e l i v e r y

• N o w, c u s t o m e r s c a n k n o w w h e r e t h e i r p a c k a g e s a r e a t a n y t i m e


WORK ON BRAND PROMISE


WHAT IS YOUR BRAND PROMISE?

• Think about your Core Customer

• Think about their needs

• Think about your strengths & assets

• Think about what your competition won’t do


PITFALLS TO AVOID

• Overly complex promise that customers find confusing

• Generic promise, not specific enough

• Promising something that is tablestakes for your industry


BRAND PROMISE TEST

• Is this why Core Customers buy?

• Will it be easier to generate sales?

• Will it make you better?• Will customers say you are

different because of this?


DELIVER ON YOUR BRAND PROMISE

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

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


NEXT STEPS


BRING YOUR BRAND PROMISE TO L IFE

• A s k y o u r M a r k e t i n g t e a m t o t e s t t h e m e s s a g i n g … d o e s i t a t t r a c t m o r e p r o s p e c t s ?

• H a v e S a l e s t e a m t e s t i t w i t h p r o s p e c t s … d o e s i t h e l p c l o s e d e a l s ?

• H a v e S e r v i c e / D e l i v e r y t e a m p r o v i d e f e e d b a c k o n t h e c u s t o m e r s y o u a r e a t t r a c t i n g

• I s i t b r i n g i n g a l i g n m e n t t o y o u r S a l e s a n d S e r v i c e / D e l i v e r y t e a m ?


ASSESS HOW YOU ARE USING YOUR BRAND PROMISE TODAY

Red-Yellow-Green Your Brand PromiseYour team is working to deliver on it and it is a clear differentiator that your customers love.Your Brand Promise is effective at winning deals.You are attracting more of your Core Customer in the sales process.You have key activities to deliver and KPIs to track its effectiveness.Your Brand Promise doesn’t differentiate or isn’t helping you close sales.Your Brand Promise is only for marketing and you don’t have activities or KPIs to support and measure it.You have not defined a Brand Promise for your company.

brand promise rhythm university slideshare

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