Determining your Sandbox is the first step in the five step process to develop your Brand Promise and a very important one that will have a huge impact on how successful and profitable your company will be.
Rhythm Blog | Brand Promise
by Patrick Thean and the Rhythm Team
Determining who your core customer is and developing the right brand promise can really supercharge your sales engine.
We are gearing up for our second annual Breakthrough Conference in Charlotte in October. This year’s event promises to be even better than last. And last year was amazing, as so many of our attendees commented. We have several keynote sessions planned, from our own Patrick Thean and Cathy McCullough, one with Dr. Stephen Vogt from BioPlus, and one with Joseph Grenny, author of Crucial Conversations. Along with the keynotes, we have a great schedule of breakout sessions developed by our team and presented by our expert consultants.
To support growing your top line, you need to have an effective Brand Promise and Brand Promise Guarantee. The Brand Promise should help promote sales while the guarantee should take the risk out of buying for your customer and hurt if you have to exercise or live up to it, thereby forcing you to do things right and offer the best quality product and service in a way that sets you apart in your market.
Your Brand Promise is the promise you’re making to your customers that both really matters to them and differentiates you from your competition. It should help you win more of the right customers by helping you focus on how you sell your product/service to your Core Customer.
What makes a Brand Promise “good” is not only its appeal to your Core Customer and its ability to help you close sales with them, but also your ability to consistently deliver on that promise.
I am a Rhythm Ambassador. I love my title because it truly reflects who I am as a human not just as an employee at Rhythm Systems.
I am in sales. When I made the official leap to sales I had been talking to people about our services for some time. It wasn’t a big deal, just a logical move. The big deal came when I had to order new business cards. Oh no! Was I about to become a Sales Rep, Account Executive or something worse?
I admit it. I have that hidden belief that the word “sales” on a business card – or more importantly, when you pick up a phone – imparts a negative feeling or response.
But why? Sales drives business, right? So why shy away from the title? It wasn’t about the words… For me, it just didn’t feel right.
When I speak with people interested in our services, I do not want to sell something. I want to have a conversation and focus on understanding the buyers’ perspectives. I want to assist them on their journey and help find a solution.
I was recently traveling to Boston and found myself in Logan airport hungry and waiting for my flight. I had about an hour to get a bite to eat and started considering all the different options for food. Logan is a big airport with lots of options and variety. So, I did what most people do when given lots of options: I stood there and did nothing for a while. :-)
I have been coaching more and more clients on developing their Brand Promise and Brand Promise Guarantee. There are many components of each. To develop the Brand Promise, we identify the core customer, their needs, key activities that will support the Brand Promise, and how we are going to measure the effectiveness of it.
Recently, a new grocery store chain opened here. It shall remain nameless to protect the guilty and the innocent, as Patrick says.
No matter what kind of business you are in, you rely on selling your product or service to a specific customer…a real person. Even if you sell to businesses, there is a person at that business making the decision to buy from you or not. Your customers are unique individuals; they are more than statistics, and the more you know about their lifestyle, personality, ambitions and concerns, the better you'll be able to anticipate their needs and be agile enough to grow with them.