Time
to Party?
by
Aaron Wagner
"We
want to celebrate wins around here, but no one really
knows  what
a win looks like.” confessed the CEO during a recent
consulting engagement.
This
client understands celebration is important for the
morale of the organization. They even had a beer tap
installed in their break room for just such occasions.
However, the tap is seldom used. Celebration might be
important but it’s also...Read
complete article >
Brand Challenge:
Is your organization making relevant
promises to your customers?
Challenge: Write down the two
to five promises you believe your organization makes
to customers. Then pose the following questions of each
promise:
- Does
it satisfy a customer need?
- Does
it alleviate customers' perceived frustrations?
- Does
it bring customers joy?
If
the promise doesn't fulfill at least one of these criteria,
it’s not relevant.
Ensuring
your promises are relevant is essential to building
a strong brand. This starts by identifying your customers
and understanding their needs, wants and frustrations.
Armed with this knowledge you are able to craft promises
that resonate with customers and turn them into raving
fans.
Ask
the Rabbit
Q: What's
the difference between a mission statement and Brand
Promises?
A:
In
a perfect world, these two “guiding documents” would
be very alike, but that's rarely the case.
A quick comparison reveals the significant differences:
Mission Statements: Why we exist; referred
to occasionally; inwardly focused; complicated; existential;
abstract.
Brand Promises: What we will do; integrated
into every aspect of the organization; focused on the
customer; simple; actionable; concrete.
Brand Promises are the focal point for everything done
in your company, they drive how decisions are made and
where resources are allocated. Relentlessly delivering
on those promises grows your bottom line, engages your
employees and differentiates your organization in a
crowded marketplace.
Let’s see a mission statement do that.
Step deeper into the rabbit
hole and learn
more about White Rabbit Group’s services. |
in today's marketplace.