Marty Sitzer asks if you are delivering on your brand’s promise? Despite a great product (or service), a clever trademark and a catchy slogan, failing to deliver on your promise, according to Sitzer, can result in disappointing sales.
To evaluate your brand promise, Sitzer recommends you start by examining either the implied or explicit promise you make as a company: What does your brand promise?
Then, ask yourself
- What emotion are you triggering?
- How do you want consumers to feel?
- What value are you going to add?
- What pain are you going to take away?
“I am certainly not suggesting that you have a tag line that reads ‘half-assed service any time all the time’ but likewise if you are promising ‘unparalleled performance’ and you are only performing at industry standard, then that is just as much of a problem, and not something that will go unnoticed by your customers or prospects,” says Sitzer.
It makes sense to me. As you create new trademarks, consider whether your potential trademarks align with the promise you are making.