Your Brand Promise: Three ways to test its effectiveness
It’s bad communication (not to mention, bad business) to over-promise and under-deliver. But what happens when the reverse is true? What happens when a company is doing exceptional work, but inconsistent or unfocused communication leaves potential customers in the dark about their products or services?
In our line of work, we meet tons of companies with stellar service, steady profits, and happy customers, but their leadership wonders if the company is effectively communicating its true value to current and prospective customers. And they’re right to worry. Brand messaging may as well be an organization’s DNA.
No matter the end solution we recommend to these companies, we always begin with the same first step: clearly defining the company’s purpose to help them develop a base on which they can build targeted goals and communication.
Here are three ways to see if your brand promise is clear throughout your organization:
- Ask your customers. Companies are often surprised when they start this process and learn while they’ve been trying to use price as their primary selling point for years, their current customers will provide feedback that the speed of service was what attracted them to do business with them. Your customers are your best source for learning how what you’re promising is lining up with the actual service they’re receiving. And they’re usually happy to hear from you and tell you their thoughts over coffee.
- Look at your collateral. Consistent messaging and branding helps instill confidence and trust at every touch point. Does the logo on your website match the logo on your promotional materials? Do you have expired offers on your website? Is your tagline the same in your direct mail and on your business cards? These inconsistencies hurt your messaging from the perspective of your customer and your employees.
- Talk to your people. A great place to start re-evaluating current brand messaging is by talking to your employees and board members. Ask them what they think is the company’s primary mission. If you’re getting consistent answers, that’s perfect. If not, you may want to go back to the drawing board to determine the disconnect between what you want to communicate and what employees think you’re communicating.
Inconsistent brand messaging is a complicated topic, and the ideal solutions vary. Regardless, a strong brand message and promise gives customers, prospects, employees, leadership and other stakeholders confidence in your organization.
Want some help evaluating your messaging and branding for consistency? Let’s chat.