Can help in attracting customer attention. Bigger and brighter packages are not always better than competitor packages.
A brand promise can be spelled out to the public, or it can be manifested more subtly in the expression and delivery of the brand experience. How does an unpretentious American import thrive in a culinary paradise? To Americans and Europeans alike, McDonalds delivers on its brand promise: When people want to take the guesswork out of dining out, McDonalds is there to serve them.
So why would a business risk everything on a brand promise? In fact, the opportunity cost of hiding in the shadows is enormous. If a business is confident in its abilities and has developed a compelling and consistent customer experience, it can more easily differentiate itself and assume a market leadership position.
Clients will choose these businesses more often because they appear to offer more value. Brands can be notoriously difficult to control.
A brand promise, however, gives a company substantial leverage over the brand experience. It allows a business to set up client expectations and generate excitement.
So tonight, close your eyes and make a promise. Then tomorrow and ever after make it come true. To motivate clients, a brand promise must achieve the following three goals: Below are a few examples of companies that create expectations and consistently deliver on them.
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A brand is a complex organism. This is part four in a series of articles in which we examine a successful brand’s component parts. Any time you buy a product or a service, you probably have a mental picture of what your purchase will do and how it will improve your business or life.
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