Do you find yourself buying the same brands over and over? Why is that? Are there things you buy that you could care less what brand they are? Why is that? Let’s get a little more specific.
Make a list and see if you Have a Brand or Don’t Have a Brand, for the following products: Car, Smart Phone, Tablet, Laptop, TV, Coffee, Shoes, Laundry Detergent, Juice, Potato Chips, Peanut Butter.
You could list all consumer products you purchase. This just helps to get the conversation started. What has made you loyal or not loyal to brands you’ve listed? Do believe that those you are most loyal to are the ones that did the best job of fulfilling their brand promise?
When you make a promise, mostly likely you keep your promise. A promise speaks to a person’s character, values and quality. The same goes for companies. Their brand promise says that what a company promises they are going to deliver to the people who interact with them. It is your company’s promise of what makes you different, special, better or unique – it is what your brand fulfills for those who interact with it. Companies who consistently keep their brand promise are the ones who have the highest brand loyalty.
Think of your favorite brands. What do you think their brand promises are?