4 Ways to Deliver on Your Brand Promise

It's tempting to think that a brand is a logo. In truth, a brand is a promise. It's a pact with your customers of what you and your business stand for, and the value you can deliver on a consistent basis.

"How well you deliver on that promise is what determines the value of your brand, and ultimately, the success of your business," observes John Centofanti, president of Creative Stream Marketing. As a marketing communications specialist, John understands what it takes to create impact — and how to strengthen and sustain a brand. During a recent conversation, he shared four ways that soloists can reinforce their brands:

1. Stick to what you do best.
"No single company can offer the best service, the highest quality products, and the best price. When you hear such claims, no one believes them," says John. He advises soloists to get clear on their brand promise, whether it's quick turn-around, better ideas, personal service, or another unique attribute. "Stick to what you do best and can deliver well," he says. "It's a promise that customers will remember, and come back for."

2. Adjust what you say.
How do businesses think of you? Are you a freelancer with an undisciplined schedule or a professional offering expertise in a particular field? John observes that people often respond differently when he says, “my home office,” rather than, “I work from home.” "Home office implies intentionality and professionalism, whereas work from home implies a dining room table used as an office, possibly because of desperation," says John. Think about what you communicate to potential clients when you explain what you do.

3. Be consistent.
The success of many fast food chains is due to their consistency, and the ability to deliver the same item, using the same process, in locations around the world. Consider how consistency reflects on your solo business. Do you answer the phone the same way every time? Do you answer your phone more than you let it go to voice mail? "These seemingly minor details send a message to would-be clients," notes John, adding that larger businesses sometimes shy away from solo professionals because of concern over consistency. "They wonder if they can count on you to deliver a service to completion if they can’t count on you to answer the phone," he adds.

4. Promote your strengths.
John recalls working years ago as the marketing director of a furniture chain. "We often included red leather furniture in our ads because it was an easy way to send a greater message," he says. "We had limited ad space, and showing red furniture was a way to tell customers we offered every color and style. If we offered red furniture, surely we had beige. Yet a store ad showing all beige furniture sends a message that it may not have red leather, green or plum." The lesson: If you promote your greatest strengths, people understand there’s more you can do.

Use these four tips as a starting point to assess what your brand says about your solo business, and how you might incorporate small changes to strengthen your brand promise. Thanks, John, for sharing your thoughts!

-- Terri Lonier
Founder, WorkingSolo.com