- Make sure you have a brand promise and that it’s relevant
- Tell your internal team the promise
- Make sure your products/services are true to the promise (eg. Rolex promise with Timex delivery)
- Align all customer touch points to deliver the promise better everyday (including people, facilities, technology, pricing, communications)
- Recruit people who are happy to deliver the promise
- Regularly measure how you are doing in terms of promise delivery (customer feedback and mystery shoppers)
- Reward and recognise team members who deliver the promise
- Train those who don’t and suggest to those who really can’t that they find another field (yes fire them)
- Now you’re ready to advertise (advertising, pr, d-mail, sponsorships and events, digital)
- Be fair and honest with your teams, your customers and your community