Business Breakthrough: Brand Promise
by Mike J. Agugliaro
Today’s business breakthrough is brand promise. Do you have one? I don’t know if you do, but do you need one? Hell yeah you do. So brand promise, is the promise that everyone in your company is committing to. Committing to the people that you’re going to serve, the customers you’re going to serve. That’s your brand promise.
My brand promise is “We do more.” Now not we do more trades, plumbing, heating, cooling, electric, drain cleaning, one day bathroom solutions, indoor air quality, water filtration, basement waterproofing, and much more. Yes, I do all that. It’s not about that.
It’s about what we do on every job. It’s the little things over and above. It’s going down to the steps and noticing the door knob is a little loose and tightening it up. It’s seeing that customer is out there and getting ready to do one of the those projects, putting those lawn chairs together that’s like an advanced metal origami, drives you crazy, like you just hate the things when you do it. It’s like seeing one of the customers out there doing that and jumping out with your power drill and helping put that thing together. It’s going way over and above.
Now it’s a little different than WOW Service, we’ve talked about that. Brand promise is the commitment that we’re making, that we want the customer to hold us accountable to. Did we do things that they never even expected us to do?
Now I hear it all the time, people say “yeah our techs bring up the newspaper, and we bring up the garbage pail,” but isn’t that the oldest school thing? You shouldn’t just do that, that’s called courteous.
Brand promise that you’re committing to the customers is a little more than that.
Don’t take my brand promise because my brand promise fits me, and remember this is not a Rice Krispies box, this is not a one size fits all. If you own a business in Texas, Australia, Canada, or New Jersey, your brand promise is going to be slightly different. Also, your brand promise needs to talk to your market to be an x factor, a separator for your business.
So many people are trying to compete, doing the same exact stuff. It’s no competition, that’s just a price game at that point. If you want to compete, you’ve got to do it very different, and your brand promise can do that.
Today’s business challenge is this: First I want you to really think, if you were to go out and make a promise to your market, to the people you serve, what would that promise be? Second, you have to look at everybody else in your area and ask yourself what is their promise? Is it written? Are they committing on it? Does it make sense? And lastly, just make sure that the brand promise that you commit to that it aligns with you personally as a business owner and the leaders of the business.
All the time you see businesses try to do these brand promises that are “we’re honest and reliable” and then guess what? All they want to do is sledgehammer the customer and try to take advantage of them. Well, that’s probably not aligned with you, or maybe it is. It’s your choice.
Figure out your brand promise. Figure out your commitment to your market and your customers.
Mike Agugliaro, Business Ninja