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