Business Management Brand Promise Test

Examples of pre-sale touch points

advertisements, publicity, word-of-mouth marketing

How a brand promise is different from a slogan

A brand promise is the specific benefit that customers can expect from using the good/service and interacting with the company. It connects to customers on an emotional level and gives meaning to the brand. A slogan is a memorable phrase used to advertise a product or brand

How a brand is different from a logo

A logo is a symbol or design that is associated with a brand. A brand is much more than just its identifying mark. It's everything that the mark represents.

Understanding the benefits your brand provides to target customers

Brand promise is not a description of what a company or product does, it's a message to customers that the brand meets a need or want that is very important to them

Understanding what makes your brand stand out from the competition

Brand promise shows what makes the company extraordinary. What does your company do that other businesses can't or don't? This doesn't only apply to the goods and services you offer, but also to the overall feeling and experience customers get when interacting with your brand.

Examples of during-the-sale touch points

Engagement with salespeople and other employees, interaction with the company's website, the physical aspects of the business, the delivery of a service, a good appearance

Examples of post-sale touch points

Shipping/Delivery, installation, follow up, warranties, customer loyalty programs

Understanding the values and beliefs your brand represents

Successful brands use brand promise to connect to their customers on a "gut" level. Customers are more likely to be loyal to brands that they feel share their values and beliefs

Identifying the brand promise

The easiest way to get information about your business's brand promise is to talk to your manager or supervisor about it.

Why post-sale touch points are important

They give a business the opportunity to truly deliver on its brand promise. Providing excellent customer service after a sale is one of the best ways to exceed customer expectations and strengthen brand loyalty.

Why during-the-sale touch points are important

This is the time for the business to maximize its efforts at delivering brand promise. Every touch point a customer experiences should reinforce that they are making the right decision by choosing this brand

Incorporating the brand promise into all of your daily job activities

To be successful, a brand promise must be consistently delivered. No matter what your job is, you should incorporate your company's brand promise into all your daily work tasks

Why pre-sale touch points are important

a business wants its touch points to increase brand awareness, shape customers' expectations of the brand promise, and show them the benefits they'll receive by initiating a relationship with the company

Brand

all the combined impressions and experiences associated with a particular company, good, or service

A touch point

any interaction between a business and a customer or potential customer

Why brand promise is important

it allows a company to differentiate itself from its competition and helps a company to create more brand awareness and brand loyalty

Factors that affect how a business carries out its brand promise

the brand itself, brand personality, the business environment, corporate culture, employees

Brand Promise

the specific benefit that customers can expect from using the good/service and interacting with the company