The branding experts at How to Build a Brand smile when we hear the expression, ‘actions speak louder than words.’ That’s because this phrase points toward a mantra that could be printed on bumper stickers, billboards, and banner ads for brand strategy.
Anyone can say they’re the one-and-only, or the best at what they do, or a market leader in their industry – but until consumers experience the proof of those claims, words are nothing but empty promises.
A Brand Strategy Based on Deeds
As you may already know, How to Build a Brand maintain that in order to build a strong, durable, and effective brand strategy, you must build trust and establish yourself as an expert in your field.
And how, in your life’s experience, do people come to trust you? I believe that most of you will agree that when you follow through with promises, and when you DO rather than simply SPEAK, you build trust amongst your peers.
The same principles apply to your brand. When your brand strategy includes a plan to SHOW, not just TELL, your ideal clients what your brand can do for them, then you will experience trust and enjoy subsequent success.
Here are some real-world examples of how brand strategy deeds can overshadow (and outlast) words:
- A company claims in its correspondence that its customer service is top-notch – that nothing is more important than the happiness of its clients; but when customers call its office, they have to navigate through a complicated automated menu. Many never get to talk with an actual customer service representative. This reflects poorly on all of the brand’s other claims. They have difficulty gaining trust.
- A business says that it strives for perfection; that it triple-checks all work before handing it over to its clients. However, the homepage on its website is littered with misspellings, as well as grammar and punctuation mistakes. Potential clients quickly decide that what they have experienced is more reliable than what they have been told, and choose to search for a brand that delivers what it promises in all realms.
- A corporation claims that it employs the hardest working people in the industry; that they are dedicated to their vocations and ready to serve – but the office closes every day at 2 p.m. Locked doors and an answering service prove to their customers that the brand isn’t the dedicated institution it promised to be.
In the above examples, these companies would do better jobs with brand strategy by proving what they say: by employing real people to answer phones, by ensuring that all published materials are flawless, and by structuring their office hours around the needs of their customers.
When crafting your own brand strategy, you can say it; but more importantly, you’ve got to show it. Consumers hear promises all day, and have learnt to take each one lightly. At the same time, they have learnt to take each meaningful deed very seriously.
Will your brand be meaningful? Will it prove its worth, or just talk about it?
In every case – and for every brand – a brand strategy needs deeds in order to make its mark, to remain memorable, and to grow to meet its proprietor’s dreams.
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