June 01, 2010
Posted by: Trilix
A brand is more than a name, logo or tagline. It’s a promise. A promise to customers and prospects of exactly what they can expect when they do business with an organization.
Keeping that promise in every aspect of how a business is run is vital. Not just with marketing, but in sales, service, manufacturing, management, and even how the receptionist answers the phone.
If the brand promise is, “Tough Stuff Made By Tough Guys,” don’t paint the trucks pale yellow. If customers are promised, “The Industry’s Best Service. Always.” don’t let customers sit on hold for 10 minutes waiting to speak to a technician. It sounds so simple, but it’s amazing how often this sort of silliness takes place. Don’t let it happen. Live the brand promise.