Promote your brand promise: Conveying your business's value

This week, I covered more about what it means to create a specific, clear, and strategic promise to your customers. Then I gave a personal example about building the skills to keep your strategic promise.

By linking these two items together, you create a brand with a promise people care about and then develop skills to follow through. By doing this, you create VALUE for your customers.

It may be enough to do these two things, but in this equation, what haven't you done? You haven't told people about what you do. You created a promise and delivered, which can build great word of mouth about the strength of your brand. However, to keep up the momentum, you need to start speaking about what your value is.

Your promoted promise needs to be:

Specific

We like to rely on "best" or "great" or "[insert adjective]" when it comes to describing what we offer. We are the best burger, a great gym, or a wonderful team. What does this tell your customer? Nothing. Because their next question is, "Why?" or "How?" followed by, "Prove it."

Tell them how you achieve these results or what the results they can count on actually are. These strategic promises need to resonate with your ideal customers. Tell them:

  • You source from farms x, y, and z.

  • You have a rigorous 10 week training course for all new employees.

  • Cleanest bathrooms.

  • Newest gym equipment.

Frank

These promises need to be upheld, so honesty and sincerity are paramount. It makes it that much worse when you promise and then don't deliver: people feel lied to. They will tell their friends. Make sure they're saying something positive because:

For every happy customer you hear from, 10 will tell their friends about you.

Being frank allows your customers to begin trusting your offering. Then they will want to come back, want to tell their friends, and want to buy your product. For an example of being frank, check out Bisby candles. They promise natural and non-toxic candles and then deliver. Who do you admire that does this well?

Clear

There's nothing more upsetting in seeing a promise or an offer and then being confused about what it is. It can happen when you have a complex product or have gotten too far away from what you offer. It can happen when you don't connect your benefits to a product or feature. It can happen when you don't read through your messaging. It happens when there are typos. It can happen when you're trying to tell too many things. How can you be very clear with what you saying?

  • Say and/or show how

  • Drop what's unnecessary

  • Read, re-read, and get feedback

Your messaging needs to be on point and then get out there to where your current and potential customers are. Buc-ee's did it through billboards.

Where are you conveying your value? This value should be:

On your site

Make it prominent. It should be the up there with what your main deliverable is. It should be very clear from your landing page what you offer and why it's valuable. 

It should should be easy to find. People may not scroll to the bottom of your page, or hop around your site. If you hide your value on a sub-page with no link, or buried on copy, no one will find and appreciate your key proposition.

In your promotions

When you are doing advertising, this main promise sticks around. It might be your tagline or something you come back to. Think fast - what brands can you come up with?

  • Apple - Think different.
  • Coca Cola - Open happiness.
  • McDonald's - I'm lovin' it.

These brands are large, with a presence that no longer needs so much description. They can pare down their messaging to the feeling. As a smaller business, you can get there, but need to start with something more tangible. For example, these brands were:

  • Apple - Byte into an Apple.
  • Coca Cola - The Great National Temperance Beverage
  • McDonald's - Look for the Golden Arches!

In your conversations

Don't forget to include your value when you talk to people! When you're networking or explaining what you do, people will care more about the value or the benefit to them than the nitty gritty details.