Do your brand promises something to your customers? Maybe some uncompromised quality, lowest prices, most innovative designs, unparalleled durability, or matchless customer support service? Theoretically, a brand promise is a statement that the company makes to its customers. Ideally, an established brand is in itself a promise. It's not just a name, not merely an idea and most certainly not limited to a logo. Brand name is an image, trust and a set of expectations all associated with the brand. Till now only large companies have successfully used the power of brand promise, however, there is no reason why some small businesses cannot reap the benefits of branding in their respective niche.
Planning a brand promise:
Planning a brand promise goes beyond thinking of some fascinating tag line with a smart play on words. Planning your product or services as a brand starts from the very early stage of your business planning. You need to build your business around your brand promise. Your budget, advertising, sales, each and everything should be according to your brand promise. Think from the customer's perspective, what unique offer do you have? Why would some customer want to buy from you repeatedly? The promise must be distinctive, apart from being deliverable.
Delivering what you promised:
Promises are meant to be broken? Don't even think of this phrase when talking about brand promise. A brand that fails to deliver on its promises is a brand lost forever. It's not about delivering once; it's about delivering again and again. It's about delivering each and every time a customer buys from you. That's how you achieve customer loyalty. You cannot start with promising for higher quality and after realizing that you are unable to deliver, change it to lowest prices.
Putting it across your employees:
Remembering what you have promised to deliver is easy if you are a sole proprietor. The things may get a little difficult if you are running or managing a large group of employees. Many times the employees have no idea (strange but true) of what their business promises to its customers. You need to communicate, train and motivate them to deliver the same.
If you are a small business, start from a single promise (e.g. quality, price or design, one at a time and not all). If needed, you can add more in future. Try to appeal a specific set of customers in your initial brand promise. Instead of changing your brand promise to attract new customers at expense of disturbing your old customers, try coming up with a new product or a new brand.
Brand Name To Generic
Success and failure of a particular business depends upon the kind of publicity done. This is true in the case of online and other businesses also. There are different methods that can be used for the promotion of any goods or services, but the key lies in identifying the one method which will be able to put your business to the top without too much of an effort. Advertising on the web is the most widely undertaken promotional methods about any product or service. The news about the existence of your business must reach out to a large number of audiences and only then will you be able to attract customers to do business with you.
The method of promotion on the web is known as SEO or search engine optimization. Search engine is not just one method, but is in fact a combination of different methods for promotion. Online business owners undertake search engine optimization so that their sites can rank high in all of the major search engines. Ranking high in all popular and major search engines is one of the surest means to attracting huge traffics to your online site. Search engine optimization, if done in the proper manner, is sure to give immense benefits to your business.
It said that only a professional knows what work he has to do and it is not at all different in the case of search engine optimization also. If you are an online business owner, you will do wonders to your business if you hand over the search engine optimization work to a professional firm. Evaluating the existing competition in the market and finding out the methods that has been used for optimization is a good way of going about doing things related to search engine optimization.
This is your business and you have worked really hard to put this up. So do not just sit back and relax once you hand over the search engine optimization work to a firm that has trained professional. You must keep a constant track of the work which is being done and see if this is bringing results for your business or not. You are best judge to know if your business is benefiting from the search engine marketing strategy or not. If the strategy is not working out for you, sit and talk to the professional and try to find out what is wrong. It may be that the strategies adopted for search engine optimization may not be suitable to your business.
Remember each business is different and so the strategies adopted must also be different. The strategy which has proved to be a huge success for your friend's business may not at all be suitable for you. So what you must do is hire professionals who really know their very well, not someone how just has fancy degree and is not capable of doing anything of substance. The idea is to make a wise choice from the huge number of professionals who are working in the field of search engine optimization. Search engine optimization is in fact the most innovative means to do promotion about anything.
Both Williamking & Steve Waganer are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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