Brand Builders Part 17: Why do You Need to Make a Promise?
When you think about making a promise to somebody, you’re thinking about a commitment, right? You’re saying, “Hey, I promise I’m going to be there on time”, or “I promise I’ll get milk on the way home”. Whatever that might be, you’re doing the same thing with your customer base, your target audience, your clients. You’re making a promise to them. Hopefully, part of your promise (a big part of your promise) is to be different. It’s something specific as to why they should choose you, your company, your products or services, instead of your competition, or however they’ve been solving their problem this whole time.
So, your promise is key, in order for you to really connect with them. You know, brand building is an emotional connection. You need to make sure you know why you’re doing this, why your company exists, so that you can clearly communicate to them why you should be the choice. That’s the promise. So, when you think about that promise that you make to somebody to pick the milk up on the way home, at the same time, you’re making a promise to a customer. You’re promising them that they’re going to get the right product to solve their problem at the right time, at the right price. All of those things are going to factor in.
So, when they’re going from a consumer, who’s just starting to do research and figure out what it is they’re looking for, all the way through the sales spectrum, to ultimately advocacy, where they go out and tell other people what the right choice is. You want to still be standing at the end, and that’s going to happen if you clearly explain to someone why you’re the right choice, your promise to them, and you live up to that promise. Maybe even exceed it. That’s how you’re really going to build a better brand.