Delivering the Brand Promise with Laura Richard

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This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

1. What is a brand promise? 
2. What is the role of branding in enhancing the customer experience? 
3. How can businesses define their brand to impact customer relationships meaningfully? 
4. How does empowering employees align with a company’s brand promise? 
5. Why is it important for employees to share the same values as the brand they work for?

Top Takeaways

• A brand promise is a company’s commitment to its customers, defining what they can expect every time they interact with the brand. It is the guiding principle that all the decisions of an organization are centered on.  

• A brand true to its promise creates value, builds trust, and fosters long-lasting relationships that benefit the customer and bring financial success to the business over time. 

• Understand what matters most to the customers you want to build a relationship with. Know what they want to get and how they want to feel as a result of engaging with the brand.  

• In a competitive market, a strong brand sets a company apart from competitors and creates an emotional connection with customers. For example, Nike empowers its customers with the motto “Just Do It,” and Patagonia focuses on sustainability. 

• Employees are essential in upholding the brand promise. When a company clearly defines its brand promise and values, it can attract employees who naturally resonate with those principles. 

• Companies should identify which touchpoints are “table stakes,” meaning basic expectations that must be met, but not necessarily exceeded. They should also focus their resources on the “moments of truth,” the interactions that emotionally impact customers and can significantly deepen relationships.  

• Plus, Shep and Laura discuss how convenience and consistency drive loyalty. Tune in!

Quotes:

“When people hear the word brand, they think of the logo, tagline, or marketing campaigns. But a brand truly is the company’s identity, the common set of truths the organization needs to deliver to create value for its customers and employees.” 

“A brand is a promise consistently kept. Understand what matters most to your customers and create a promise that delivers against those needs. That brand promise should be the central principle that all of the decisions in your organization are centered on.” 

“Go deep in understanding what your customers value and what benefits they are looking for, and build your promise outside in through the lens of the customers that you’re looking to attract.” 

“If you clearly communicate your organization’s values, then you can attract the individuals who share the same values.” 

“Organizations struggle when they make a promise to customers, but they don’t provide the resources and support that their employees need to deliver it.”

About:

Laura Richard is a Principal at Level5 Strategy and one of the 2023 Woman Leaders in Consulting. She is Chair of the Board of ParticipACTION, Canada’s leading advocate for physical activity. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.