Brand Promise

August 5, 2020

Have you ever stopped to ask yourself, “what is my brand promise?”. As business owners, each of us has a brand and should have a brand promise. For example, Nike has branded itself as a leader in athletics shoes and apparel and have made it their promise to inspire every person who wants to be an athlete. The month of August is all about you, your business, and your branding (personal and business!). Now is the time to be thinking about exactly what you deliver to your customers, what you’re promising, and how you can improve your branding.

What is Your Brand to Your Customers?

Each of us has a brand. A brand is “a person’s perception of a product, service, experience, or organization.” My brand is simple- I’m full of energy, drive, straightforward, and always there for my customers. My brand is how I want people to perceive me and the experiences they have with me. I’ve learned during my 20+ years in business that not everyone will like your brand, and you won’t win everyone over- and that’s okay! As a business owner, you must realize that statistically 20% of your clients represent 80% of your sales. Identify this 20% who are brand loyal and focus on them because they will drive 80% of your business.

Who is Your Target Market?

Identifying your target market isn’t just for big companies- you can benefit from this as well! With 20% of your clients, representing 80% of your sales, it’s essential to identify your customers and target market quickly. What is the demographic of the consumer who will likely purchase from you? What are their interests? What are their purchasing behaviors? What’s the best way to communicate with them? These questions will be valuable in finding your suitable customer base and catering to their wants and needs.

Why Did You Get Into Your Business?

When you think about your brand promise, it all circles back to what you want to deliver to your customers- but why do you want to deliver these things, and why did you start your business in the first place? Before you can identify the customer you want to go after, you must identify yourself first. Your brand promise starts and ends with you- your customers are the middlemen. I got into business because 1.) I wanted to make money, 2.) I wanted a better life for myself and my family, and from this, I have established my brand promise to include “helping others make money.” Your brand promise might evolve, and that’s okay as long as you always have a why.

What Motivates You Today?

Your why is why you got into the business, but what motivates you to stay? I stay because I love seeing the people in my business be successful- this keeps me going and gets me excited to wake up each morning and come to work. The day my team’s success starts dwindling is the day I will become unfulfilled and begin to reevaluate my brand promise.

Another thing that keeps me motivated is feedback. What are your customers saying about you? Feedback, whether positive or negative, let’s me know what I’m doing right and what I can improve on. When I get negative feedback, I don’t dwell on it. I simply get to work and start to change my processes to turn the negative feedback into positive. To be the best, you must take negative and positive feedback in stride and continue pushing yourself. At the end of the day, your clients will tell you what your brand promise is. You might have an idea of what it is, but when you listen to your clients, they will tell you more about yourself and your business.

Stand By What You Say

Be a trustworthy advocate for your brand promise, products, and offerings. For example, if your brand promise is to treat your customers like family and you offer a sale, and your client misses it by 20 minutes- still allow them to purchase at the sale price! Always stand by your word and look out for your clients. If you consistently stand by what you say, the feedback customers will give about your business will be the positive things you want to hear!

Now, Evaluate

Always take time to self-evaluate your business, where you’re at, where you’re going, and your brand core. Establish the actionable steps above and the key points on the chart below, and put them at the forefront of your business, and you will see success.

*Brand core diagram provided by Pure Romance partner, Hyperquake.

Now, more than ever, I want you always to remember why you’re doing what you’re doing and your brand promises. Your brand is not yours alone. Once you make brand promises, you are bringing others into your brand. Continuously look for ways to improve your commitment and further your business. It’s never too late for your business to be great! #LivingLifeByDesign is right around the corner.

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heidi chiavario
3 years ago

WHAT MOTIVATES ME IS THE SISTERHOOD. YOU MAKE BONDS. THE TRUSTWORTHY PRODUCTS THAT ARE AVAILABLE. THE GREAT MONEY YOU CAN MAKE. YOUR DESTINATION IS ALL YOU PUT INTO IT!!!!!!!!!!!!