A powerful brand delivers on its promise, is trusted and lasts a long time. But how can a brand achieve this? Here are some ideas.
When customers say the actual experience they have with a brand matches their expectations, that’s a great place for a brand to be. The brand becomes more powerful. Customers like to engage and to stay engaged with a brand that delivers on its promise. Employees enjoy their work and deliver an even better brand experience. Loyalty and advocacy often follow. If a brand keeps its promise, it has permission to operate in its marketplace and community.
A brand shows us what its values are by what it values. Does it value the customer after the sale? Does it value its employees’ loyalty? A brand shows us its values in things like its relationships, how it sets prices and its terms and conditions.
External and internal
A powerful brand is powerful inside and outside the organisation. External stakeholders do not distinguish between the communications department and any other employee. For them, everyone in the organisation is part of the brand. All employees in a powerful organisation understand the brand. They are motivated to keep the brand’s promise.
Everyone inside and outside the organisation can contribute to making the brand powerful. When the customers do not think their actual experience of the brand matched their expectations, then the brand and the company will suffer. As we enter a deep recession after the pandemic, it will be powerful brands who will survive and thrive. Customers will have less money to spend and will be more careful how they spend it. Now is the time for brands to work hard on their values to prepare for this uncertain future. A powerful brand knows how to care for and nuture its employees to deliver it.
More about powerful brands is here http://www.forbes.com