LIVING UP TO THE BRAND…EVERY DAY!
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KEN BANKS’BLOG APRIL 2023
I’ve shared many presentations on branding over the years and while each one was customized for the particular audience, I always sought to have consistency in my message on what it takes to have a successful brand and a profitable marketing strategy. I always included an outline of the five steps that I found, after over 35 years in the business, were essential to building a brand that strengthens a product or service’s relationship with its customers. The final step that I always emphasized as the most important was to LIVE UP TO THE BRAND EVERYDAY!
No matter how well thought out and clear the company’s vision is developed;
no matter how well a company does its research to define its target customer;
no matter how well one defines its value proposition that separates it from the competition;
no matter how complete the marketing and communication plans are prepared…
…it will be unsuccessful if the product or the people selling or servicing it don’t live up to it every day with every transaction. Too often we make effective and creative promises with our marketing and then fail to deliver on those promises when the customer comes in or orders.
We visited Savannah, Georgia, again last week and once again were impressed on how the city has developed itself as a top tourist destination. It certainly has historical offerings. It has wonderful dining and accommodations for all types of visitors. It has a great commercial hub for shipping all over the world that is spectacular to watch on the river. However, what really impressed me during this extended stay in the area this time, was how the citizens of the city and the employees of the establishments and attractions go out of their way to make the visitors feel really welcomed and appreciated. And it’s all done with a sincere smile. Somehow all of the employers and government officials in this town have managed to convince their associates that this place is great and show their appreciation. Whether it’s the crew on the free water taxis on the river or the servers in the great variety of eating/drinking establishments or the guides and attendants on all the attractions, they consistently brought smiles of satisfaction of all of us.
That’s the key to a successful brand. To be sure to not disappoint the customer at every level of the sales proposition-before, during and after the transaction. This applies to product manufacturers, retailers, health care institutions, and online services. In fact, it applies to anyone wanting to have a profitable brand.!
Ken
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