Are you fulfilling your brand promise?
As marketers, we play a critical role in customer experience, people’s impressions about your business and – if we’re effective – we forge personal interactions with your organization. It’s what keeps customers coming back for more or choosing your business service over others at a critical juncture.
For this reason, it’s always important to not only articulate a company’s brand promise, but the fulfillment of that promise. Ask yourself:
- What is my company’s current value proposition?
- Is it keeping pace with what we’re delivering to our customers today?
- Does it need to evolve to best reflect where we are offering a difference with our product, service or new technology innovation?
Often we focus on fulfilling immediate short-term goals losing sight of the long term relationships we are forging with our customers. If you challenge yourself today to consider why customers continue to choose your firm, you’ll probably discover it is because you are putting their interests first.
If you don’t believe that this works, consider these well-known brands:
- Costco — membership value
- Amazon — tech-enabled shopping experience
- L.L. Bean — quality
- Starbucks — passion for all things coffee
- Apple — simplifying life through innovation.
Every company’s value proposition is different, but successful companies that put customers first have the same approach – they show the value proposition promised through marketing in the actions of the company.