Our perspectives on igniting brand promises

Articles that may help your organization's brand alignment efforts.

explicit brand promise

Tips for Making a Brand Promise More Explicit

Many brands are quite explicit about their promise to customers. They may rely on a single tag line or statement that communicates a very specific promise. That sentiment is repeated through all the touchpoints with customers. Even if the promise isn’t repeated verbatim, the sentiment is always there and used as the foundation for any brand-related initiative. Specific campaigns may introduce new messages that ...  Read More »
customer experience

Deliver the Brand Promise with Your Customer Experience

In a crowded and distracted marketplace, businesses are becoming increasingly focused on creating compelling and consistent experiences that attract customers and shape favorable brand impressions. These experiences enable brands to tell their stories, differentiate from competitors and build emotional connections to customers, which will create immediate and future sales opportunities and long-term growth of brands. Although I am using the term customer, this term ...  Read More »
defining customer experience

Defining the Customer Experience

It wasn’t long ago that customer experiences primarily focused on the transactional details of purchases. Today the customer experience is far richer and includes many touchpoints prior to a sales transaction and also many that come after. Those leading towards a sale could include everything from the advertising and marketing that begins to build an expectation in the customer’s mind and starts to form ...  Read More »
frontline employees

Frontline Employees May Know Customers Best

“We suck at that!” Those were the words uttered by a customer service representative from my health insurance company when I called to inquire about out-of-network claims that were not being processed correctly. When I asked why it’s so complicated to get the claims handled properly and according to my plan, the representative bluntly replied “We suck at that!” Even though her choice of ...  Read More »
evaluate culture

Taking the Temperature of Brand Culture

Many organizations regularly do formal measures of brand culture and employee engagement. These studies can provide regular, statistically relevant benchmarks for how the organization is doing. However, if you’re a smaller organization that hasn’t implemented these types of studies, or if you simply want to find grass roots ways to evaluate culture in between the formal studies, there are a number of things you ...  Read More »
blend cultures during consolidations

How to Blend Cultures During Business Consolidations

Consolidation is the reality for businesses today. In what can feel like the blink of an eye, employees often find themselves reporting to different leaders or working for an entirely different parent company. These changes may impact thousands of employees, and are often hastily explained. As groups or teams come together, the blending of cultures can create uncertainty, confusion and even resentment. Culture can ...  Read More »
differentiated brands

What Makes Your Brand so Special?

Last night I had a very fun conversation with my daughter. She will be a high school senior next year and she decided to run for a class office. As she was preparing her speech for the election, she asked for some help from dad. What followed was a great inquiry about what made her special and how she could communicate that to her ...  Read More »
Brand Culture Contributes to Sales

How Brand Culture Contributes to Sales

Closing the sale is the lifeblood of any business. Often, the customer’s decision to buy, or not buy, comes down to impressions that happen at the very moment of that decision. Organizations that have cultivated robust brand cultures know that the strength of their cultures absolutely contributes to closing the sale. A strong brand culture creates a selling environment where associates are excited and ...  Read More »
magnetic brands

How Magnetic Brands Attract Customers and Employees

Magnetism – it’s that positive emotional energy that draws us in and makes us take notice. We become curious, compelled. Maybe even a little obsessed. Magnetic brands have that undeniable pull. Companies that do this well put tremendous effort into this brand magnetism, yet it can seem so easy. When we interact with these brands, we walk away with really positive feelings. It’s like ...  Read More »
brand ambassadors

Who Are Your Hidden Brand Ambassadors?

If powerful brands are built from positive experiences (which they are), then the role of brand ambassadors is one of the most important components of a good brand strategy. A brand ambassador can mean different things in different organizations. In some companies, a brand ambassador is a special employee who rallies the team, builds morale, and keeps the distinctions of the brand present for ...  Read More »