What are your favorite summer sounds? Fireworks on the 4th of July? Waves hitting the shore? The laughter of children as they chase fireflies across the backyard?
One of my favorite summer sounds was the bell from the ice cream truck as it drove slowly through my neighborhood and the happy voice that greeted me with my favorite question: “What flavor for you tonight?”
So many possibilities.
Brand promises are like that.
Imagine your business loaded on a truck, driving through the neighborhood that your customer or client lives in. When they are ready to buy, what makes them come to your truck, rather than wait for the next one to come along?
It’s because you carry their favorite flavor, right?
So, what flavor does your brand promise come in? Here are the four basics:
Social – social promises focus on building and nurturing community and connecting people to one another. Starbucks makes a social promise to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
Global – global promises address making the future better for large segments of the population. IBM makes a global promise, innovation that matters, for their customers, their company, and the world.
Emotional – emotional promises offer specific feelings and experiences. Disney makes an emotional promise that while you are at their park, you are at the happiest place on earth!
Functional – functional promises are centered around the achievement of a specific result. McDonald’s makes a functional promise when they guarantee an inexpensive, familiar, and consistent meal delivered quickly in a clean environment.
When you think about your business and what sets you apart from others in your industry, what do you want your company to be known for? Look at your vision statement and your corporate values to see which of these types of brand promises most aligns with your culture and identity.
When you are clear, promise your customer that you offer the premium of that flavor. And then deliver on your promise. All the time, every time.
That’s what will make you the customer favorite.
Blessings,
