I was recently asked at a conference "How do I know that my brand promise is a good one? How do I know it is working?"
Great question. Here are some thoughts to help you figure out if your brand promise working for you:
- Bottom line… Are customers buying your products and services because of your brand promise?
- Has your close ratio in sales increased since selling and delivering on your brand promise?
- Does your Doing make you look and feel different from your competition from your customers' perspective?
If you are selling well, but your customers do not know your brand promise, that is still good news. That means you are doing lots of things right. Being clearer with your brand promise should accelerate your success even further!
How about you? How have you tested to know that your brand promise is working and bringing you more of the right customers? Share your stories!