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Tuesday, November 13, 2012

Your Brand Promise Is for Non-Customers, Too

Written by  Duane Bailey

If you are like me and subscribe to the notion that your brand is whatever people perceive it to be, then the importance of delivering your brand promise applies to non-customers, too.  Organizations that focus all of their branding efforts solely on “customers” are likely to fail. Here’s why.

Astute marketers know that brands interact with, and have the potential to influence, groups of people other than customers – employees, job applicants, vendors,  investors and members of the community, to name a few.  The interaction becomes more personal when there is an overlapping relationship with a brand among any of these groups (e.g., employees who are customers, job applicants who are customers, etc.).

Let’s assume for a moment your brand promise is to make people feel valued.  Customers who receive personalized thank you notes, who are rewarded with exclusive offers and who are affirmed with opportunities to provide feedback in periodic surveys will feel your brand promise has been delivered.  On the other hand, employees who receive no affirmation from the boss, job applicants who hear nothing back, vendors who do not receive return phone calls and community members who are not engaged by your brand will feel you have failed to deliver your brand promise.

For your brand, the consequences of ignoring this second group – the non-customers – may be significant. The voices of those who feel ignored by the brand will ring louder than those who feel valued in blogs, across social media, in online reviews and through word of mouth. They will undermine your credibility by telling others your brand cannot be trusted.  Instead of advocating for your brand, they will assail it. Your brand’s reputation will suffer.

For more insights on the relationship between brand promise and organizational culture, please see:
• What Story Is Your Organizational Culture Telling?
• Your Tone and Voice Are Your Brand
• The Positive Impact of Social Media and Brand Advocates on Business Storytelling

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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