Media Savvy Consumers Seek Brand Credibility: Do You Have It?
Today more so than at any other time in history, consumers are being literally bombarded with product information. With so many options available to them, and conflicting advertising claims, it becomes critically important for you to build upon your core brand promise.
What is a brand promise? A brand promise is the promise you make with your customer day in and day out. It is that unique relationship you establish with your customers that provides a gratifying experience every single time they purchase or use your product. It is a form of trust, and goodwill that fosters repeat business and long term loyalty. It involves not only meeting your customer’s expectations, but exceeding their expectations with an occasional “wow” factor that generates valuable word of mouth endorsements between family and friends.
So how can you build upon your brand credibility in an ever increasing world of competitive information? Here are three important tips from the field:
Be there when they need you. Letting people know about your brand promise isn’t an occasional process. The need to let people know about your service at ALL times is important for two reasons. First, it reinforces their decision to use your product. People like to believe they are making the right purchase decision. Second, customers tend to have selective perception. They see you when they need you. If you’re not there, you will never be seen at a time of need and their business goes out the door. Be sure to be there when they need you the most.
Be true to your promise. Figure out the essence of your brand promise. Don’t spend money advertising marketing attributes that either aren’t true, or don’t matter to your customer. Find the “it” and make it a part of everything you do. That means everybody in your organization needs to understand your brand promise, what it means, and how they have to deliver on the promise. If you don’t believe, they won’t either.
Familiarity Breeds Preference. It is not surprising that the most meaningful consumer brands are the most familiar brands. Coke, Nike, Budweiser, Apple, Starbucks, Amazon, Walt Disney and McDonalds, to name a few. On a local level, you can’t expect to compete with these brand giants, but you can creatively spread your marketing message and marketing dollars so that you become the most familiar brand in your local category. This marketing axiom always holds true…the more familiar someone is with your brand, the more likely they will engage in trial, usage and eventual loyalty. Become the most familiar brand in your category and you will likely become the most preferred brand in town.
So don’t get lost in the clutter and the noise. Work hard to create a credible brand that is familiar, faithful, and frequently seen. In the end, a game plan built around these basic brand building principles will pay for itself time and time again. If it works for McDonalds, it will work for you.