Exercise 5.1 – Your Brand Promise (OLD CONTENT)

Exercise Overview – what will I work on?

  • 5.1a Your results from previous exercises to guide you.
  • 5.1b Choose attributes you would like to be associated with your brand.
  • 5.1c Create your Brand Promise along with the action statements that will bring it ‘to life’.

Now it’s time for you to work on developing the promise you’re making to your customers. One that both really matters to them and makes you different from your competitors.

5.1a Your results from previous exercises to guide you.

Your Brand Promise is the culmination of your Purpose, Pillars and Positioning. It’s how you make an emotional connection to deliver a memorable customer experience.

Your Purpose Statement

Please complete exercise 1.4

Your Positioning Statement

Please complete exercise 3.5

Your Target Market:

Your Strategic Value Pathway (SVP):

Please complete exercise 3.1

Your Customer Value Proposition (CVP):

Price:
Please complete exercise 3.2

Features:
Please complete exercise 3.2

Quality:
Please complete exercise 3.2

Support:
Please complete exercise 3.2

Availability:
Please complete exercise 3.2

Your top capabilities and rankings:

Unbeatable – Highest buyer value / impossible for competitors to match

You haven’t ranked any capabilities in this category, but don’t beat yourself up. This is rare and means you have been completely honest about the present state of your business.

These capabilities are your competitive advantage!

Great – Highest value to buyer / difficult for competitors to match

You haven’t ranked any capabilities here. Even if competitors can make this claim, if you have a chance to tell your full story, you can clearly demonstrate superiority. Capabilities in this category could be your competitive advantage.

These capabilities could be your competitive advantage! Although competitors can make this claim, if you have a chance to tell your full story, you can clearly demonstrate superiority.

Good…ish – Highest value to buyer / easy for competitors to match

You haven’t ranked any capabilities here. When competitors easily match a capability, it suggests price could play a part in the buyer’s decision – perhaps because all offers seem similar.

Although these capabilities are highly important to buyers, the fact that competitors can easily match them suggests price could play a part in their buying decision, as all offers look similar. Could you improve this capability in some way to make it difficult for competitors to match?

Average 1 – Moderate value to buyer / impossible for competitors to match

You haven’t ranked any capabilities here. These capabilities add value and are nice to have, but not critical to buying decisions.

These capabilities add value and are nice to have, but not critical to buying decisions. Although these are capabilities your competition cannot match, it’s more important to satisfy buyers than beat the competition at something that’s not revelant to buyers.

Your Brand Pillars

Please complete exercise 4.1

Please complete exercise 4.1

Please complete exercise 4.1


5.1b Choose attributes you would like to be associated with your brand.

  • Brainstorm the attributes you think are necessary for you and your employees, so that when your buyers experience your business at each touch point, they are left with a great impression of your brand.
  • Write down 7 to 10 one or two-word answers, then using a thesaurus (below), explore other meanings for these words. Use these words for reference when writing your brand Promise further down in this exercise.

Your answers might look like this:

Service-oriented: Customer-focused, quick, attentive
Innovative: Inventive, cutting edge, smart, state-of-the-art
Collaborative: Cooperative, synergistic, united
Determined: Decisive, purposeful, earnest
Curious: Inquisitive, analytical, interested
Committed: Devoted, faithful, enthusiastic
Helpful: Supportive, friendly, generous
Trusted: Dependable, credible, loyal
Partnership: Alliance, connecting, league
Safe: Secure, guarded, sheltered
Philanthropic: Altruistic, benevolent, openhanded

Thesaurus.com

Brainstorm attributes, find the creative words that will help with your final Brand Promise

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What do we want our clients to say about usWhat other substitute words can I think of
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5.1c Create your Brand Promise.

There are four things your Brand Promise has to be:

  • It must be of value to target customers and what they care about.
  • It must be actionable, so that it is the anchor for employees and the internal values that are required to deliver it.
  • It must be different from competitors’ promises, so that you not only stand for something, but you also stand out.
  • It must be simple, to be memorable for employees, where a single powerful concept can be exemplified by articulating what it means in different contexts.

The four components to an actionable Brand Promise:

Our Promise: A statement of the core benefits your brand should deliver to customers
Promise dimensions: Split your Promise into three overarching dimensions (use single words or phrases) that are the most important aspects to bring your Promise ‘to life’ for customers.
Which means: A description of the goals and objectives of each dimension.
Our touch point actions: Drill down into your brand touch points for each dimension – the daily/weekly activities of you and your team to consistently deliver on your Promise.

An example for an imaginary hotel brand.

Hotel XXX
Our Brand Promise:
To make guests feel at home

Our Promise Dimensions:

  • We provide a local touch
  • We treat everybody as an individual
  • We offer all the comforts of home

 

Our Brand Promise:
To make guests feel at home

 

Promise Dimension 1

We provide a local touch

Which means:

We use our local knowledge to help our guests quickly settle into the city and understand the local culture.

We are prepared for your arrival and greet you with a warm and genuine welcome that extends to your guests.

We help you settle in comfortably and be a part of our community so that new neighbours quickly become old friends.

We are knowledgeable and offer relevant and up-to-date suggestions for getting the best out of our location and city so that you can make the most of the opportunities it presents.

Touchpoint Actions:

All staff to be familiar with the ‘Today’s Arrivals’ report prepared by the night duty officer.

All staff trained on booking systems and understand processes manual.

Review city offers monthly and debrief staff.

Budget for staff to experience city tours etc to better inform guests of local offering.

 

Promise Dimension 2

We treat everybody as an individual

Which means:

We treat every customer as if they were our only customer and attend to all their needs in an appropriate manner.

Greet formally (Mr / Mrs/ Ms) but ask if it’s ok to use their first names.

Our first conversation is always based around special needs or interests to make their stay an individual experience.

Touchpoint Actions:

Loyalty Program for repeat customers.

Staff behaviour rules – update induction manual.

Review kitchen menus to cater for all dietary needs.

Build partnerships with local attractions and amenities to provide guest value.

 

Promise Dimension 3

We offer all the comforts of home

Which means:

Every effort is made to create a comfortable experience that makes the customers feel like they are staying in their second home.

We will make sure that every visual aspect of our decor is pleasing to look at and our beds are comfortable.

Touchpoint Actions:

Each room has individual luxury soft furnishings and art work.

High quality beds, reviewed by housekeeping on a six monthly basis.

Aromatherapy toiletries, robe and slippers, morning newspaper.

Comfortable chairs in morning room with several options for breakfast.

Reception is set out with comfortable furniture, free coffee machine, free wifi and fresh flowers daily.

Create your Brand Promise and action statements

Here’s a reminder:

  • Our Promise: The core aspect(s) that your brand has to deliver.
  • Promise dimensions: Three overarching, practical things you will provide for your customers to bring your brand promise ‘to life’.
  • Which means: Drill down into the expected daily or weekly activities that you insist on, to ensure consistent delivery.
  • Our touch point actions: Where you will and how will you deliver the above.

 

Our Brand Promise and Action Statements

Our Brand Promise:

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Which means (the most important attributes/benefits that you and customers value most):
Touchpoint Actions (day-to-day actions/behaviours required to fulfil and measure Promise):
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    Saved
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    Saved
    Error saving changes, please try again
Which means (the most important attributes/benefits that you and customers value most):
Touchpoint Actions (day-to-day actions/behaviours required to fulfil and measure Promise):
    Autosave in progress
    Saved
    Error saving changes, please try again
    Autosave in progress
    Saved
    Error saving changes, please try again
Which means (the most important attributes/benefits that you and customers value most):
Touchpoint Actions (day-to-day actions/behaviours required to fulfil and measure Promise):
    Autosave in progress
    Saved
    Error saving changes, please try again

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PremiumPremium/CompetitiveCompetitiveCompetititive/LeaderLeader
OriginalOriginal/CustomisedCustomisedCustomised/BasicBasic
ExcellentExcellent/AverageAverageAverage/AcceptableAcceptable
ComprehensiveComprehensive/StandardStandardStandard/MinimalMinimal
RestrictedRestricted/SelectiveSelectiveSelective/UniversalUniversal