{"id":4992,"date":"2018-10-24T13:46:48","date_gmt":"2018-10-24T13:46:48","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=4992"},"modified":"2018-10-24T13:46:48","modified_gmt":"2018-10-24T13:46:48","slug":"relevance-responsiveness-keeping-brand-promise","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/relevance-responsiveness-keeping-brand-promise","title":{"rendered":"Relevance and responsiveness: keeping your brand promise to customers"},"content":{"rendered":"

The theme of <\/span>Interbrand\u2019s Global Brand Index<\/span><\/a>, out this month, is \u2018Activating Brave\u2019 – how great brands set themselves apart from the competition. Great brands are those which take short-term action to respond to the market, while simultaneously pursuing a long-term vision. <\/span>
\n 
\nThey are also, says Interbrand, those brands which are making the shift from communicating a customer experience to shaping it. They anticipate what consumers want, and change the business accordingly. They put their customers at the heart of their strategy, \u201cbringing the voice of the customer into every aspect of their business.\u201d <\/span>
\n 
\nThe report talks about the importance of relevance and responsiveness; those brands topping the Index are those who score most highly in these two areas.<\/span>
\n 
\nThere comes a time in the lifecycle of every brand when the people behind it have to make some big decisions about what the brand stands for, asking themselves: how are we relevant? How are we different from the rest? What are we providing that doesn\u2019t already exist, that fills a need? What can we promise the customer? What can we do, and what are our limitations? <\/span>
\n 
\nThe brand\u2019s promise is what builds trust with customers: if you\u2019re going to be in service to the customer, let them know that. If you\u2019re going to provide the best product to the customer, let them know that. But most importantly, don\u2019t just talk about the customer experience, deliver it. Keep your brand promise. And only promise what you can deliver on.<\/span>
\n 
\nI recently moved not just house, but country (I\u2019m lucky enough to be one of the \u2018digital nomads\u2019 that take their work with them, and working with a global company allows me to do this). The experience created a perfect moment for me to realise the importance of a brand delivering on its promise. My family and I weren\u2019t familiar with the city we were moving to, and so used a sharing economy home rental service (similar to, but not, AirBnB) to rent a home until we found our feet in our new country. <\/span>
\n 
\nThe website was glossy, the brand is active on social media, and it\u2019s a reputable company. It even made a promise of checking every home to ensure its high standard. It sounded perfect. My husband and I packed up our lives, and drove across Europe with our toddler and as many of our belongings as we could fit in our car. We approached our new, temporary home with excitement. <\/span>
\n 
\nIt was a huge disappointment: filthy, and unliveable. Still, we had the guarantee from the provider. After three days of back and forth communication, they couldn\u2019t help us. The company utterly failed to deliver on its brand promise.<\/span>
\n 
\nI looked closer at its social media. I found threads littered with complaints similar to mine, many unanswered. The brand may have offered a service that\u2019s relevant in this new world, but it certainly wasn\u2019t being responsive. It wasn\u2019t listening to customers to improve its offering, or putting them at the heart of its service. <\/span>
\n 
\nListening and responding to customers is a baseline of good marketing. Acting on what you hear is what makes you relevant and responsive. <\/span>
\n 
\nAs Interbrand says: \u201cBeing truly customer-centric today means going deeper than just offering a product or service that the customer wants.\u201d It means: \u201ctruly recognizing how customers think, feel and behave, and then delivering the most optimized experience possible across each and every customer touchpoint.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The theme of Interbrand\u2019s Global Brand Index, out this month, is \u2018Activating Brave\u2019 – how great brands set themselves apart from the competition. Great brands are those which take short-term action to respond to the market, while simultaneously pursuing a long-term vision.   They are also, says Interbrand, those brands which are making the shift…<\/p>\n","protected":false},"author":57,"featured_media":4996,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[2],"tags":[],"yoast_head":"\nRelevance and responsiveness: keeping your brand promise to customers - The Social Element USA<\/title>\n<meta name=\"description\" content=\"Interbrand\u2019s Global Brand Index is out this month focused on brands being brave, setting the agenda, shaping customer experience and delivering on their brand promise. 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