Brand Slogans as CX Promises: How to Build Lasting Customer Loyalty

I recently saw a picture of an old Steak ‘n Shake restaurant. It reminded me of when my grandparents used to take me to Steak ‘n Shake every Sunday for lunch. As a kid, I loved their slogan, which was a rhyme: “In Sight, It Must Be Right.” 

The slogan originated from the restaurant’s founder, Gus Belt, who would bring a barrel of steaks into the restaurant and grind them into burgers in front of the customers. It was meant to reassure customers that the burgers were made with fresh, wholesome ingredients.  

The slogan was a CX promise that focused on Steak ‘n Shake’s commitment to quality. This made me realize that many slogans are, in effect, brand promises that suggest the experience the company or brand wants its customers to have. A problem I frequently notice is that these slogans are changed too often. Once you get a good one, stay with it. It may change over time, but give it a while before you make the change – unless you know it’s not working. Then, change it sooner rather than later.  

Here are a few of my favorite slogans: 

• Zappos: “Delivering Happiness” – Zappos is an online shoe company known for its award-winning, legendary customer service. They want you to be happy with how they deliver their CX. 

• Disneyland: “The Happiest Place on Earth” – Speaking of delivering happiness, is there a happier place on earth than Disney? Go to a Disney theme park, and you’ll notice everyone smiling. Disney promises an unforgettable, happy experience, and they deliver.  

• BMW: “The Ultimate Driving Machine” – BMW is known for its high-performance and finely tuned German-engineered vehicles.  

• Maytag: “Built to Last” – Not long ago, I wrote about the lonely Maytag repairman commercials in a Shepard Letter article. Like Steak ‘n Shake’s promise of quality burgers, Maytag promises a washing machine that won’t break down and will last.  

• Enterprise Rent-A-Car: “We Pick You Up” – This slogan emphasizes the difference between Enterprise and other car rental companies. While Enterprise has been picking up its customers since the early 1970s, it officially trademarked the slogan in 1994. 

• Costco: “Satisfaction Guaranteed” – If you’re a Costco member, you most likely have experienced its stellar customer service and liberal, customer-focused return policy. One of several reasons to do business with them is their Satisfaction Guaranteed promise. 

Your organization may or may not have a slogan. If it does, it can most likely be interpreted as a promise you’re making to your customers. And here’s the thing about promises: Even if you feel that you’re keeping your promise, your customer has the final decision whether you have or not. All you can do is do your best. Ultimately, it’s your relentless effort to fulfill that promise that defines your brand in the eyes of those you serve.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.