What must a brand always do?

Transcript

When choosing your brand strategy, you need to be extremely honest with yourself about what your business is capable of delivering.

Why? Because your brand is a promise and your delivery of that promise, your promise needs to be something that you fulfill – always, always, always.

As Marc Benioff, co-CEO of Salesforce, wrote in his book, “A delivery service that promises to meticulously care about your packages cannot have dirty trucks…Brands cannot break the promises they make. Broken promises destroy customer trust. That ruins everything.”

When selecting your brand strategy, you have to land on a promise that you can deliver on every time. Not just with the big things, but also with the little things. Not just with new customers, but also with existing customers. Not just with the things that are visible, but also the things that are invisible.

Excellent brands like these always deliver on their promises. They align what they say (their messaging) with what they do (their product).

Brooks Shoes actually do fit so well that running is joyful.
Survey Monkey actually is a turnkey experience.
Harley Davidson actually does help you touch freedom.
On Dropbox, I actually can access all my files from anywhere and with any device.

Do you have a high bar for your business to make a big promise AND ALWAYS to deliver on that promise?

Remember, by maintaining a high bar for your fulfillment of your promise, you earn customer trust and love.