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The importance of delivering on your brand message
Story by "Michael Kava" | September 28, 2012, 8:49 AM
In our extremely over communicated and cluttered marketplace, we get delivered a multitude of messages from brands trying to convey messages to their prospective clients and customers. Michael Kava explains why you must deliver on your brand message.
If they’re lucky enough to be sending the right message to the right person and there’s a match, we would be happy to assume that the brand has done its job. But has it? How many times have you heard people complain about a poor product or service, the bad experience they’ve had, how the product doesn’t work, how the restaurant’s food was poor or how misled they feel over a purchase?
Given how competitive the general marketplace is, one would think that business owners would be bending over backwards to deliver on their promises, but there remains plenty out there who believe that they don’t have to practise what they preach. Here are a couple of items to remember in your day to day business on making sure you deliver on the message you’re portraying to the marketplace.
Deliver to the very end
When you have made a commitment to your market place you should always deliver. For example, if you communicate that you will run an offer on a certain day but don’t make good on it and place conditions that have not been communicated effectively in the first place, you will have angry consumers knocking down your door. If, for some instance, it is an honest mistake or miscommunication, as a business owner you must always try and rectify the issue to ensure there are no unhappy people out their thinking and talking about your brand in a negative light.
Having angry consumers may also lead to complaints being made to the Department of Fair Trading about being misled by your communication and marketing efforts. To remain in business and have a sound amount of customers and clients walking through your doors, you must remain ethical at all times and meet the expectations you’ve created.
Don’t mislead, it’s not cool
If you create a clear message and communicate it effectively there should be no misleading behaviour. If someone engages with your brand and has expectations that they will receive a particular service or product, as a brand you should deliver and meet the expectations you have set.
Say you offer a great deal on an airline price but when customers go to book they find they have to pay extra $10 for the physical seat even though nowhere on your advertising promotional material does it say the customer must pay these extras, you are being misleading.
Don’t be someone you’re not
When you visit your local Chinese restaurant, you’re not expecting glitz and glamour, but rather a value for money meal. If you are going to preach through marketing and communication that you are a certain type of business and brand, then that is exactly what you should be.
If you are after a department store but are on a budget, you will opt for a place like Kmart or Target. Kmart is known for their low prices and when you visit one of their stores you expect low prices. If you want a little bit more luxury and prestige, you will opt for David Jones because you know what their price range is. Most people go to certain places because they have expectations on what they will receive due to price, luxury and overall the brands. What message does your brand send about price?
Your reputation follows you
Word of mouth is a very strong communication tool, and if people are talking bad about your brand it will cause a bad reputation. Take Apple products, for example – they never disappoint. Most people now have iPhones, MacBook, iPads and iPods because of the great reputation they have from their consumers. They make simplified technology and even offer you new replacements if their products are faulty.
Their brand stands apart from its competition and is highly reputable because of the hype and positive things people say about them. Their success should be admired and other brands should follow suit.
Michael Kava is Director of Little Marketing.
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