Your Brand Promise & Childhood Shit

 

 

When most people think of branding and in particular their brand promise, they think of the visual side of their brand; their logo, business cards, website and email signature just to name a few.

News Flash!

Your brand promise is actually way bigger than your logo and your website!

Your brand promise to your customers is easily the most important component of your brand’s foundation.  However, it has the power and potential to either create or destroy customer loyalty.

 

 

Shit!  That’s kind of a big deal!

Think of it this way.  Sales and marketing (the demand side of the chain) is about making promises to your customer while the supply side (inventory etc.) is about making sure that those promises are kept.

Every time you make and keep your brand promise you increase your brand’s value.

 

 

In a nutshell, you never want to promise something that you cannot deliver.

Your job as a business owner is to make and keep your promises.

No one likes a promise breaker.  It brings up shitty childhood feelings of not getting that Disney World trip (or whatever) that was promised and no one likes to remember their childhood shit.

I kid, I kid.

But seriously!!! You never ever want to promise something to your customer that you cannot in good faith and in good timing deliver and over deliver at that!

For example: if you are marketing your business as the best dispensary in town with only the best indoor cannabis that is always organic and free from residue and all of a sudden you’re stocking some outdoor schwag that didn’t test well, then you’ve broken your promise and you’re likely to lose your loyal customers.

And to further complicate the matter…

The brand promise needed to win your customer’s loyalty is constantly changing.  What worked yesterday, may not work tomorrow.

 

 

There is no set it and forget it when it comes to your brand’s promise (or really any marketing strategy in this day and age).

In other words, you have to be consistently monitoring what your brand means to the community and what your brand promise means to your customers.

Here is a breakdown of how this works for your customer:

Your brand promise equals your customer’s expectations.  BOOYA!  You’ve got a satisfied customer experience.

Example: You’re stocking only indoor, organic, A++ cannabis in relation to your promise.

Your customer’s expectation is less than your brand promise.  Double BOOYA now you’ve over delivered value and you’ve created an awesome customer experience.

Example: You’ve gone above and beyond your original promise and now you’re stocking only organic, A++ concentrates and edibles too.  Happy dance you just made your customer’s day and they will tell all their friends.

Your customer’s expectation is greater than your brand promise.  EEEEK you’re in a shit storm because you’ve create a poor customer experience.

Example: Again it comes back to going from only providing the best-of-the-best per your promise to stocking schwag and hoping no one notices. They will notice! Don’t do this!

And just a side note: very few brand promises are going to come right out and say “hey we only sell schwag but it’s cheap c’mon in!”

However their promise may rely on marketing messages that sell products that have lower price points or are more accessible to the masses.

So as another example…

McDonald’s doesn’t come right out and say, “Hey our burgers are hardly even made of beef, lord knows what we do to those pickles and we obviously don’t give a shit about the farm to table movement, which is why you can get a whole meal for $1.99”

However, their brand promise is to provide an inexpensive meal that is quick and easy and caters to people who don’t know or don’t care about the name and geographical location of the field that the “cow” came from.

Likewise, McDonald’s is NOT using their marketing and advertising to promise you an organic, grass-fed burger on a whole-wheat artisanal bun.

People like myself would be really disappointed with our greasy wrapped mystery meat if we thought we were getting that kind of meal.

Likewise, if you’re hungry and in a rush and you roll into Mickey D’s excited to spend two bucks on a burger and fries and all of a sudden you’ve got a check for $20 you would be pissed!

See how important keeping your promises is?

 

 

Keep in mind that you don’t have to be the brand that promises the world!  There is plenty of room for cannabis that appeals to a lower income demographic or the type of person who isn’t able to smoke super strong shit.

You just want to make sure that you are consistent with your promise and what you can realistically deliver.

So how do you evaluate this?  It really starts with your messaging.  Read your marketing materials including your website, social media profiles, brochures and collateral.  What are you saying about yourself?  What does your visual branding say about you?  Are these things consistent with what you are providing?

Again there is room for EVERYONE! I always like to say there is room for Dom Perignon and there is room for Cooks.  I heart the Dom but it’s not like I’m bringing 5 bottles of it to the next ladies brunch I go to.  No, that is a Cooks occasion.

There is room for everyone.  However, there is NOT room to think that you’re the Dom when you’re actually Cooks.

Take an honest look at what you’re promising vs. what you’re providing.  Hopefully they match up OR even better…hopefully you are over delivering and going above and beyond your promise.