How To Keep Your Brand Promises Before You Make Them

Get granular and start breaking your brand promise, positioning, and mission statement into “brand pillars” that describe the three most important selling points of your product. Headline Benefit and Support Examples Each brand pillar will also be supported by a key benefit statement or headline benefit with supporting examples. Every point that you make in your speech should have an action the audience can take that moves them closer to the presentation promise. It’s even more powerful if the audience can take at least. Once you’ve created your brand style and usage guidelines, refer to them when planning all your content marketing efforts. According to a study from The Verde Group and the Wharton School, two-thirds of all shoppers use more than one channel to make purchases. Chez Bruce is the fanciest restaurant in the city. If you want to make a reservation, you have to make it before 5:00 pm or after 10:00 pm. There is so much demand for seats at the restaurant that you have to wait in line during peak hours. Bruce is using this strategy to deal with the characteristic of service provision.

So what is branding? And why is it so important for your business?

Branding goes way beyond just a logo or graphic element.

When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff.

When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand.

In short, your brand is the way your customer perceives you.

It is critical to be aware of your brand experience and have a plan to create the brand experience that you want to have… a good brand doesn’t just happen… it is a well thought out and strategic plan.

Many small organizations and start-ups neglect to spend necessary time thinking about their brand in this broad sense and the impact it has on their business.

Let’s look at 10 reasons why digging into your brand is important:

Branding promotes recognition.

People tend to do business with companies they are familiar with.

Before

If your branding is consistent and easy to recognize, it can help people feel more at ease purchasing your products or services.

Your brand helps set you apart from the competition.

In today’s global market, it is critical to stand apart from the crowd.

You are no longer competing on a local stage, your organization now competes in the global economy.

How do you stand out from the thousands or millions of similar organizations around the world?

Your brand tells people about your business DNA.

Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer about the kind of company that you are.

Are all of these points of entry telling the right story?

Your brand provides motivation and direction for your staff.

A clear brand strategy provides the clarity that your staff needs to be successful.

It tells them how to act, how to win, and how to meet the organization’s goals.

A strong brand generates referrals.

People love to tell others about the brands they like.

People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love. On the flip side, you can’t tell someone about a brand you can’t remember.

Additionally, a strong brand website strategy, like backlinks, is critical to generating referrals or viral traffic.

A strong brand helps customers know what to expect.

A brand that is consistent and clear puts the customer at ease because they know exactly what to expect each and every time they experience the brand.

Your brand represents you and your promise to your customer.

It is important to remember that your brand represents you…you are the brand, your staff is the brand, your marketing materials are the brand.

What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?

Your brand helps you create clarity and stay focused.

How To Keep Your Brand Promises Before You Make Them Hear

It’s very easy to wander around from idea to idea with nothing to guide you…it doesn’t take long to be a long way from your original goals or plans.

A clear brand strategy helps you stay focused on your mission and vision as an organization.

Promises

Your brand can help you be strategic and will guide your marketing efforts saving time and money.

Your brand helps you connect with your customers emotionally.

How To Keep Your Brand Promises Before You Make Them Knowing

A good brand connects with people at an emotional level, they feel good when they buy the brand.

Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.

A strong brand provides your business value.

A strong brand will provide value to your organization well beyond your physical assets.

Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Ford, Chick-Fil-A, QuikTrip)… are these companies really worth their equipment, their products, their warehouses, or factories?

No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical value.

Wrapping it up

The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to, and can deliver upon.

Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.

If you need assistance with your brand, from creating your initial brand strategy to the visual identity elements, contact us for a free consultation…we’d love to help you identify and share your story!

How to keep your brand promises before you make them hear

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Published in Branding, Marketing, Strategy

My fellow Americans, I have a favor to ask you.

Today is November 18, 2016. I want you to write about who you are, what you have experienced, and what you have endured.

Write down what you value; what standards you hold for yourself and for others. Write about your dreams for the future and your hopes for your children. Write about the struggle of your ancestors and how the hardship they overcame shaped the person you are today.

Write your biography, write down your memories. Because if you do not do it now, you may forget.

Write a list of things you would never do. Because it is possible that in the next year, you will do them.

Write a list of things you would never believe. Because it is possible that in the next year, you will either believe them or be forced to say you believe them.

A president-elect who wants to strip our country down for parts

It is increasingly clear, as Donald Trump appoints his cabinet of white supremacists and war-mongers, as as the that are supposed to protect us cower, as are shattered, that his ascendency to power is

This is an American authoritarian kleptocracy, backed by millionaire white nationalists both in the United States and abroad, meant to strip our country down for parts, often using ethnic violence to do so.

How To Keep Your Brand Promises Before You Make Them Laugh

This is not a win for anyone except them. This is a moral loss and a dangerous threat for everyone in the United States, and by extension, everyone abroad.

I have been studying authoritarian states for over a decade, and I would never exaggerate the severity of this threat. Others who study or have lived in authoritarian states have come to the same conclusion as me.

How to keep your brand promises before you make them laugh

And the plight is beyond party politics: it is not a matter of having a president-elect whom many dislike, but having a president-elect whose explicit goal is to destroy the nation.

None of us deserves what’s coming

I am writing this not for those who oppose him, but for those who support him, because Trump and his backers are going to hurt you too.

I live in Missouri, now a bright red state, alongside you. I have faced the same economic misery as you, struggling to stay afloat since the recession, which never ended though many falsely claimed it did. I have the same anxiety over crime and racial tension and corrupt leadership as you. I am an independent, not a Democrat or a Republican, because I am as disappointed in political parties as you.

I am writing down my own good memories, and some of them are with you. I have walked beside you in our state parks, along our flowing rivers, and in our cities and small towns. I have talked and laughed with you in St. Louis, in Cape Girardeau, in Hannibal, in the Ozarks, and in the devastated rural areas in between, while surrounded by your signs and hats proclaiming support for Donald Trump. You do not deserve what is going to happen to you, and I do not deserve what is going to happen to me, because there is absolutely no one in the world who deserves what may be coming.

He told us his plans all along, though most chose to downplay or deny them

You can look to the president-elect himself for a vision of what is to come. He has told you his plans all along, though most chose to downplay or deny them. You can even look back to before his candidacy, when in February 2014, he went on Fox News to defend Russia. Why a reality TV host was on Fox News defending Russia is its own story, but about his desired outcome for the United States:

“You know what solves it? When the economy crashes, when the country goes to total hell and everything is a disaster. Then you’ll have a [chuckles], you know, you’ll have riots to go back to where we used to be when we were great.”

This is what “Make America Great Again” means to Donald Trump. It is how he has operated his businesses, taking advantage of economic disasters like the for personal gain. It is why, during a long and painful recession, he made “You’re fired” a national catchphrase, because he understands that sometimes it feels good to know that the person getting fired, for once, is not you. He said he could and people would still vote for him, and he said he could “by the pussy” because “When you’re a star, they let you do it. You can do anything.”

The system is rigged in his favor

He is right about that last part. No one holds Trump accountable, because he is exactly what he claimed to be railing against: an elite billionaire with no concern for the average person, a kleptocrat who enjoys taunting people less powerful than him with threats. When you have that kind of money, which Trump was given in birth and further gained through fraud, there are few limitations to the ways you can hurt people.

He is right that the system is rigged: it is rigged in his favor. And now it is rigged against you, unless we find a way to stop it.

I have been to the Trump rallies, not as a journalist, but as an observer in the crowd. I talked with you and you told me your hopes for the country under him, how you felt you were watching history being made, how you thought he was going to stick it to those who have been screwing us. I know the loyalty he inspires. I know it is unearned, because he lied.

Trump’s vision for the United States is echoed in that of his chief strategist, Steve Bannon, a man who even the very right-wing Glenn Beck describes as a dangerous, sociopathic racist. In 2016, a reporter from the Daily Beast recalled this

“I’m a Leninist,” Bannon proudly proclaimed.

Shocked, I asked him what he meant.

How To Keep Your Brand Promises Before You Make Them Cry

“Lenin,” he answered, “wanted to destroy the state, and that’s my goal too. I want to bring everything crashing down, and destroy all of today’s establishment.”

The days of free speech may soon end

This mirrors Trump’s own goals of destroying the United States, and it mirrors the intentions of dictators everywhere, who see people as objects to be manipulated and discarded, and not as real human beings. I have seen dictatorships firsthand in the former Soviet Union. I have friends who were imprisoned for expressing even the slightest criticism of the state, friends who had their businesses shaken down by the government and were left bankrupt, and friends whose family members were murdered by state security services.

I have worked, often unpaid, as an expert witness in political asylum cases for people from authoritarian states, because I will do anything to help people in this terrible position. The brutality they have endured, the fear of the state that prevents them from making independent choices, is something difficult for American minds to fathom.

The mainstream media has promoted him ceaselessly and are now rationalizing and normalizing Trump’s most extreme policies

We are a deeply flawed nation, and those who are minorities or poor have faced state-sanctioned cruelty as well as limited opportunities. But it is simply not the same as authoritarianism.

Though our speech is often challenged, we can still speak. We can debate each other and come up with ways to improve our country. We can scream at each other and mock each other and tell each other our political choices are terrible. You will miss those days, they may end soon.

You may be wondering why I am writing a letter to Americans in a Dutch news outlet. It is because I do not trust the US outlets to remain free, and believe that many are already compromised. The mainstream media who Trump proclaims to hate are actually his best friend. They have been all along, promoting him ceaselessly, and they are now rationalizing and normalizing his most extreme policies. Trump tells you to boycott CNN, but CNN’s boss always had a framed Trump tweet on the wall.

For what it’s worth, Trump supporters, I have always supported your boycott of CNN. But this common ground is grim.

Preparing to live like a nation of dissidents

It is possible that I will end up living like the dissidents who I defended from foreign dictatorships for so long. I will talk in coded terms, as I have started to do already. Did you think it was a coincidence that I published an article about a journalist who sought freedom for all and was killed by St. Louis mobs, right before the election? I will try to continue to publish in foreign outlets. I will rearrange my life so I can fight this fight, because I am fighting for my country, and I never give up on my country or on my countrymen.

But I need you to fight too, in the way that matters most, which is inside. Authoritarianism is not merely a matter of state control, it is something that eats away at who you are. It makes you afraid, and fear can make you cruel. It compels you to conform and to comply and accept things that you would never accept, to do things you never thought you would do.

You do it because everyone else is doing it, because the institutions you trust are doing it and telling you to do it, because you are afraid of what will happen if you do not do it, and because the voice in your head crying out that something is wrong grows fainter and fainter until it dies.

We are heading into dark times, and you need to be your own light. Do not accept brutality and cruelty as normal even if it is sanctioned

That voice is your conscience, your morals, your individuality. No one can take that from you unless you let them. They can take everything from you in material terms – your house, your job, your ability to speak and move freely. They cannot take away who you truly are. They can never truly know you, and that is your power.

But to protect and wield this power, you need to know yourself – right now, before their methods permeate, before you accept the obscene and unthinkable as normal.

My heart breaks for the United States of America. It breaks for those who think they are my enemies as much as it does for my friends. You still have your freedom, so use it. There are many groups organizing for both resistance and subsistence, but we are heading into dark times, and you need to be your own light. Do not accept brutality and cruelty as normal even if it is sanctioned. Protect the vulnerable and encourage the afraid. If you are brave, stand up for others. If you cannot be brave – and it is often hard to be brave – be kind.

But most of all, never lose sight of who you are and what you value. If you find yourself doing something that feels questionable or wrong a few months or years from now, find that essay you wrote on who you are and read it. Ask if that version of yourself would have done the same thing.

And if the answer is no? Don’t do it.

More from De Correspondent:

Our fate was sealed long before November 8 (and not because the election’s rigged)I do not know what kind of America I will wake up to November 9. But I know that the future of America does not hinge on Election Day. What happens to the U.S. will be the cumulative effect of a Trump campaign that has mainstreamed bigotry and is now mainstreaming – or at least severely playing down – white supremacist violence.To Donald Trump, we are all bit players in a fantasy America starring Donald TrumpIn Trump’s worldview, there are no middle or upper-class black citizens, only a horde of jobless, uneducated Americans fighting for survival amid the urban blight. His latest comments are the clearest evidence yet that Trump has no respect for the actual inhabitants of actual places. How can a man who’s been traveling the country all year still know so little about its people?Why talking is lyingMuslims, bankers, liberals – we use some terms so automatically, we don’t realize they are actually little lies of language. And little lies have a way of turning into big lies.