Delivering consistently on your brand’s identified promise attracts new clients and keeps existing ones coming back.
A key reason that people do business with a brand is because they trust it.
People trust a brand that makes a clear, consistent promise of what it will deliver to them—and then actually delivers on that promise, time and again.
For example, think about these top car brands: Mercedes, Volvo and BMW. What would you expect from each if you bought one? It’s likely that you’d say, in order, luxury, safety and performance.
More specifically, people who want luxury may trust Mercedes to provide it, whereas folks who place a premium on safety may trust Volvo to best protect their loved ones. In turn, consumers who want to own the “ultimate driving machine” may trust BMW to give them that experience.
Each of these manufacturers consistently delivers on its unique brand promise—which means it consistently delivers on consumers’ expectations.
Consistently delivering on a brand promise helps people make the decision to do business with a brand. They trust that brand to deliver for them.
What is your brand promise? How consistently are you delivering on it?
Excavating your brand through the proven E.T.A.™ (Excavate, Tell, Affirm) process will help you identify what makes your brand unique—what it can deliver consistently, better than any other brand in the market. When you excavate what only your brand can deliver, you’ll build trust with existing clients so they’ll keep coming back (and insist others should too). Your clear, consistent brand messages that result from excavating your brand through E.T.A. will help build trust with potential clients as well.
