A company’s logo promise is the public confirmation of how it will deliver to its consumers and is inextricably linked to your company’s profit growth.
It starts with how you will frame what job people hire your business to do. You must truly understand what your customer base gets from your product or service. For example, say you are a barber and run a barbershop. What is it that you sell to your customers? Do you sell haircuts? At the end of the haircut, you hand the mirror to your customer; why? Because you know that when your customer visually sees what their haircut looks like, it imbues them with confidence. It makes them feel different like they are ready to face other people. Your business is to help you prepare your customer for a presentation, family event, life event, and more. You will see your customers during the best times and the worst. It’s not just about the haircut; it’s also about the conversation with others in the barbershop.
The entire environment is designed to create a customer experience. The ability to capture that feeling and understanding in the form of words and summarize them in a sentence is what you want to convey to the audience.
The challenge most small business owners face is that they want to capture the experience of what it means to be a visitor to their business and explain the real reason why a user does business with them.
The promise of a logo resonates with potential consumers and tells the small business owner what types of systems and processes they want to install in the company to advise workers and consumers through the prospecting phase to accommodate regular consumers.
I’m now going to give you two examples of brand promises and how you might build systems and processes around the brand promise.
Example 1: BMW: “The ultimate driving machine”
In a blog post from Quill Creative Studio they write: “This ambitious is the driving force behind the BMW logo. Their goal is to produce only the most effective and modern cars and their logo promise, hopefully, confirms that. “
BMW Z4 2010. (Photo via National Motor Museum/Heritage Images, Getty Images)
The promise of the BMW logo demands that they make each and every car the best driving machine, but also the way they answer the phone in the customer service, the look of the dealership and the look of the content of their email. The language they use in their business deserves to speak the “ultimate driving machine”.
When consumers interact with BMW, they want to feel like they’re having the “ultimate experience” and that feeling wants to be present in their buying process.
BMW boast a net promoter score of 40 and while you may not think that is high, the average net promoter score in the automobile industry is a 39, this means that BMW has an above average customer loyalty metric.
Example 2: Apple: “Think Differently”
Apple’s brand promise is evident in a few observable actions. They have an Apple event every year, where they introduce new products, software, technology, or other critical product updates. The Apple event is a flagship event and garners millions of views annually. The point is that they turn their brand promise that they will “create products based on seeing the world differently” into an event for the most loyal Apple customers.
Apple has discovered a systematic way to create anticipation for new products and, in the same way, to give its consumers the delight of the device or software even before it is in their hands.
This type of logo presentation is exactly how small business owners publicly execute their logo promise.
It’s evident that the promise of Apple’s logo is tied to its customers: they have a 92% retention rate among their 2 billion users.
Create your product or service and show the audience, your email, website, or advertising, what it means to be a visitor even before they hand you their credit card. It’s time to build your systems and processes around what you’ve promised your prospect. Visitors.
Having explored how the harsh promises of logos such as those of BMW and Apple shape the public’s belief and visitors’ expectations, it is very important to perceive how those promises are not mere marketing slogans, but are deeply ingrained in the operational DNA of those companies. Let’s temporarily immerse ourselves in the art and science of creating systems and processes that do more than deliver a product or service; They include the essence of your logo promise at each and every touchpoint. From the initial interaction with visitors to after-sales support, each and every facet of the business resonates with the core promise you make to your visitors. How can small business owners translate their logo promises into tangible experiences?Let’s explore two methods to deliver on your logo promises.
There are three tactics to make your logo promises a reality at all touchpoints.
1. ) Create rules for the logo that document the touchpoints you and both have with consumers (website, advertisements, visitor service scripts). Make sure they both reflect the promise of the logo. Make sure that the language you use to communicate about your business is the same at one and both touchpoints, and make sure that both of you visually resemble your business.
2. ) Regularly update and exercise your marketing and sales teams on the nuances of the logo promise. If you’re a solopreneur, make sure you’re on top of the latest marketing and sales strategies in your industry. You can’t lose your competition because you don’t attend meetings or read articles about the industry.
3. ) Make sure you have a mechanism for consumers to comment on whether their experience matches the logo promise you set for them. Then, check to see if they like the NPS (Net Promoter Score) or a feedback survey.
1. ) Conduct normal logo audits to ensure consistent communication across all your platforms (social media, website, internal signage, brochures, sales scripts).
2. ) Again, use an internal and visitor-facing feedback mechanism to identify any inconsistencies. Sending surveys to workers is the same as sending surveys to visitors.
3. ) Make sure you have a centralized team or content creator who understands the rules of your logo and the type of voice you need to use for the audience.
“When consumers lose confidence in a logo’s ability to deliver on its promises, they are more likely to turn to competitors who consistently meet their expectations. This loss of acceptance can lead to a loss of market share and a reduction in price. company revenue. The hidden risks of not delivering on your logo promise. Small businesses try to compete in the big market to attract the same consumers as giant companies; The most productive way to make sure your consumers stay and pay is to show up every time and consistently deliver. Delivering on your logo promise creates enthusiastic enthusiasts in your business rather than regular consumers who come to you.