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Similar to Brand Promise Guarantee Rhythm University Slideshare
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Brand Promise Guarantee Rhythm University Slideshare
- 1. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE GUARANTEE
- 2. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE GUARANTEE OVERVIEW
- 3. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE • It must really matter to your customers • It must differentiate you from your competition TH E PR OMISE YOU MAKE TO YOU R C U STOMER S
- 4. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE WHO? Your Core Customer & their Needs WHAT? What makes you unique – or at least uncommon HOW? The persuasive strategy that will convince your WHO to buy your WHAT It’s H OW you s ell your W H AT to your W H O
- 5. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University POWER OF A GREAT BRAND PROMISE • Easily attract your core customer • Makes you memorable, remarkable, and standout in the market • Gain clarity on what’s important to your core customer • Focus sales and delivery teams • Close deals faster and easier • Play to your strengths
- 6. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University STEPS TO DETERMINE YOUR BRAND PROMISE 1. Decide on your Sandbox 2. Identify your WHO 3. Discuss their needs (vs. wants) 4. Understand what you are uniquely qualified to deliver 5. Determine your Brand Promise
- 7. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University YOUR BRAND PROMISE IS YOUR MESSAGE TO YOUR WHO The real value lies in the system you create to ensure you deliver it: • Activities • Strategies • Brand Promise KPIs • Brand Promise Guarantee
- 8. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE GUARANTEE • How can we be sure you will keep your promise? • What will you do if you fall short? • Reduces or removes risk for your customer • Causes you to build the internal systems and processes necessary to ensure you always deliver
- 9. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE GUARANTEE EXAMPLES
- 10. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University GRANITEROCK EXAMPLE B r a n d P r o m i s e : To t a l C u s t o m e r S a t i s f a c t i o n e q u a l t o o r g r e a t e r t h a n N o r d s t r o m ’ s B r a n d P r o m i s e G u a r a n t e e : “ S h o r t P a y ” “ I f y o u a r e n o t s a t i s f i e d … d o n ’ t p a y u s . We wi l l c o n t a c t y o u i m m e d i a t e l y t o r e s o l v e t h e p r o b l e m . ”
- 11. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University INTUIT EXAMPLE B r a n d P r o m i s e : S o e a s y t o u s e , y o u wo n ’ t n e e d t e c h s u p p o r t B r a n d P r o m i s e G u a r a n t e e : “ F r e e t e c h s u p p o r t ”
- 12. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WORK ON YOUR BRAND PROMISE GUARANTEE
- 13. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WHAT’S OUR BRAND PROMISE GUARANTEE? • Step 1: What is our Brand Promise? • Step 2: How do we know if we’ve kept our Brand Promise? (KPI) • Step 3: What will we do to ensure we don’t fail, or what happens if we do fail? How can we reduce the customer’s risk to buy?
- 14. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE GUARANTEE TEST •Does the Guarantee make us Different from our competitors? • How does it Hurt us? • How does it Improve us? (The pain of the guarantee should help us get better.) • Does it Help Close Sales?
- 15. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University NEXT STEPS
- 16. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRING YOUR BRAND PROMISE TO LIFE • C o m m u n i c a t e y o u r g u a r a n t e e t o e v e r y o n e i n y o u r c o m p a n y s o t h e y c a n h e l p t o e n s u r e y o u a l wa y s d e l i v e r. • E n s u r e y o u r S a l e s a n d M a r k e t i n g t e a m s a r e u s i n g t h e B r a n d P r o m i s e G u a r a n t e e t o h e l p c l o s e d e a l s . • I f y o u h a v e t o d e f a u l t t o y o u r G u a r a n t e e , t a k e t i m e t o r e f l e c t o n t h e l e s s o n s l e a r n e d a n d m a k e a d j u s t m e n t s t o y o u r p r o c e s s e s a n d s y s t e m s .
Editor's Notes
- NOTE TO FACILITATOR: This is an educational slide. Your Brand Promise is the promise you're making to your customers that both really matters to them and makes you different from your competitors.
- NOTE TO FACILITATOR: This is an educational slide. Your Brand Promise will help you win more of the Right Customers by helping you focus on HOW you sell your WHAT to your WHO. How to Determine Your Brand Promise: Identify your WHO: Your Core Customer and their Needs (not wants) Identify your WHAT: Determine what is your unique or uncommon offering to your Core Customer Identify your HOW: How becomes the persuasive strategy that will convince the core customer to buy the firm's uncommon offering vs. all competitive offerings. This sells WHAT to WHO.
- NOTE TO FACILITATOR: This is an educational slide. This is what a great Brand Promise can do for your company.
- NOTE TO FACILITATOR: This is an educational slide. These are the steps this slide deck will walk through to help you determine your Brand Promise.
- NOTE TO FACILITATOR: This is an education slide. Now that you have tested your Brand Promise, the next step is to create a system and process for delivering on that promise. The brand promise is not only about marketing, it is also about being able to deliver what you are promising: What are the right key activities? How are you measuring whether or not you are delivering? (KPI – “Kept Promise Indicator”) Use Rhythm to set up KPIs and Priorities that Focus and Align your team to consistently deliver your Brand Promise in a way that attracts new customers and delights the ones you love. Discuss those priorities and KPIs at your weekly meetings. When you struggle to deliver on your promise, discuss what adjustments you need to make in your execution in order to get back on track to success. You can document the key activities, KPIs, and Guarantee in Rhythm (https://rhythm.rhythmsystems.com/#BrandPromisePlace:;tab=1;seg=0), or use the tool available in Rhythm University: http://university.rhythmsystems.com/images/Resources/BrandPromiseToolED.pdf
- NOTE TO FACILITATOR: This is an educational slide. The Brand Promise Guarantee helps a new customer try you if they don’t know you yet. The Guarantee reduces the risk the customer experiences when they buy from you for the first time. The right Brand Promise Guarantee will shift the risk from the customer to you in order to help you win their trust. These are NOT safe ideas. In fact, you may feel your stomach turning at first when you discuss and determine your Guarantee.
- NOTE TO FACILITATOR: This is an example slide. A great example is Graniterock’s Short-Pay policy. Graniterock provides crushed gravel, concrete, sand and asphalt to the construction industry. Their Brand Promise is to provide total customer satisfaction, equal to or greater than Nordstrom’s. To ensure this, they have implemented the Short-Pay policy. At the bottom of every invoice, there is a statement which says: “If you are not completely satisfied for any reason with any part of this invoice, do not pay us for it. Simply scratch out the line item, write a brief note about the problem, and return a copy of this invoice along with your check for the balance.” Knowing that the customer has complete discretion on payment based on satisfaction has driven the employees to foolproof internal systems to ensure satisfaction.
- NOTE TO FACILITATOR: This is an example slide. Another example comes from the accounting software company Intuit. In developing their Quicken product, they decided to go to market with a promise of “Free Customer Support”. Knowing that providing support without charge would place a huge financial burden on the company, the development team was inspired to build bullet proof software that was so user friendly, they were sure there would be no need for customer support.
- NOTE TO FACILITATOR: This is a activity slide. Before you can do this exercise, you must complete the Brand Promise exercise and know what that is. If you haven’t already, now is the time to discuss how you will measure whether or not you are keeping that promise. What is your KPI? Once you have these first 2 steps complete, brainstorm ways that you can ensure you are living up to your promise and what meaningful guarantee you can make to your customers. Keep in mind that the Guarantee should motivate your team to create the systems and processes to make sure you always deliver because it will be painful to fail, and it should reduce the customer’s risk to buy. You might find that your Brand Promise Guarantee is something you are already doing but just haven’t made it public yet so it isn’t helping you close sales. Your team may be able to brainstorm and get to a clear answer in one session, but you may need to get in a Think Rhythm to work on this until you feel like you’ve gained some clarity.
- NOTE TO FACILITATOR: This is an activity/discussion slide. Use the questions on the slide to lead a discussion to test your brand promise guarantee The right Brand Promise Guarantee will shift the risk from the customer to you in order to help you win their trust. These are NOT safe ideas. In fact, you may feel your stomach turning at first when you discuss and determine your Guarantee. •Does the Guarantee make us Different from our competitors? •How does it Hurt us? •How does it Improve us? (The pain of the guarantee should help us get better.) •Does it Help Close Sales?
- NOTE TO FACILITATOR: If you are concerned that your Guarantee may put you at too much risk, you can test it quietly before going public with it. You can get a baseline for how often you might fail to deliver, what the cost of the failure would be, and what systems and processes to create so you can minimize the risk.