Delivering the Brand Promise

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Brand Strategy,

Richard Nolan

Operations Director

The Financial Services Forum


Delivering the Brand Promise

Too often marketing promises a customer experience that simply isn’t delivered. Or your colleagues don’t buy into the brand promise, and so fail to reflect it in their conversations with customers. So how aligned are your products, processes and people with the vision you have carefully defined for your brand?



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Scott Davidson

Research Director - Financial Services

Harris Interactive

Mar 2, 2016

How aligned are the products, processes, people and vision with the values you share with your customers? I (personally) feel that these shared values should help guide your vision - my experience is that many customers tend to cite these values being seen to be lived as THE primary reason for choosing a brand / having a relationship with a brand. I have worked in FS and never seen any true correlation between products & processes that lead customers to be 'stickier' ... but I have seen alignment with customer values benefit an organisation as it can give the firm something compelling to stand for. What views does everyone else have?

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Mark Taylor

MR TAYLORS BRAND EMPORIUM

Mar 9, 2016

Values are the basic code of conduct for all of us. And the organisations we make up. They shape experience and drive behaviours. They deliver experiences. As long as those values are consistent with the intended direction of the business and its brand and supportive of the experience promised to customers, then they are powerful and beneficial to employee and employer alike. Brand values, brand purpose, brand idea must all be aligned to build a business that customers and employees can trust. But the fundamental building blocks of that trust are the values that the company and its people hold and share with customers.

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