Posted on Aug 27, 2012

Building a brand based on commitment

A brand is a promise. It’s a promise to the customer that what they expect will be fulfilled.

Numerous brand studies have demonstrated that customers will pay more for brands that fulfill their promises. These studies have also identified that brand equity – or Goodwill, as its stated on financial statements – goes up when the brand experience aligns with the brand promise.

Some brands do this well. Consistently. Others fail to deliver. Repeatedly.

Why the difference?

The difference can be attributed to marketers who understand the value of commitment.

The Value of Commitment

As a differentiating value, Commitment means binding to a course of action. It also means pledge, promise or firm agreement.

A commitment fulfilled earns respect. And respect is shown in different forms.

A volunteer is acknowledged for their commitment to walk and raise money for charity.
A soldier is honored for his commitment to persevere through a life-threatening battle.
A single mother is admired for her commitment to raising her children, while working 2 jobs.
A married couple is esteemed for their commitment to work together for 25, 50 or more years.

The fulfillment of a commitment can occur in a short period or over a longer period. It depends on the pledge or promise.

For brands, respect is earned when commitment to the brand promise is fulfilled over the long haul. It doesn’t happen quickly. It’s the only way such brands as Apple, Coke, FedEx, and Nike grew into such power brands.

But keeping promises over time is hard. This is where the real problem occurs.

The Problem is Rarely the Promise

When a new CMO or head of marketing takes the helm, they often feel compelled to change things.

However, altering the actual product or service, introducing new pricing schemes, or revamping the channel strategy is not easy. In fact, in larger organizations it can appear downright impossible. The easiest thing to change is the messaging. That’s about all most marketers have control over.

So, the ‘new’ marketer overhauls the communication strategy and introduces a new look & feel. They essentially change the promise.

But changing the brand promise breaks the commitment with customers. Respect is lost. And a downward spiral has begun (or continued).

The problem is not the promise.

The real problem is the brand experience. It’s harder to fix when quality has declined, customer care has deteriorated, creativity has diminished, channel value has depreciated, and pricing models have become devalued. But great marketers don’t shy away from the real problems.

Respected marketers understand the value of commitment.

They are willing to stand up and tackle the tough brand experience issues head on. They hold high the brand promise as their flag of success. They spend time with customers and share their stories inside the company. They build bridges and resolve conflicts. They encourage creativity and risk taking.

And like great leaders, great marketers don’t look for personal credit. They acknowledge the team that works to fulfill the brand promise. They know that when everyone inside and outside the organization has embraced the value of commitment, the brand will continue to build for years to come.