Hitting a Brand’s Sweet Spot

Almost more important than figuring out what your brand stands for is actually practicing what you preach.  My colleague blogged about how Wal-Mart struggles with inconsistency between brand advertising and brand experience.

As a marketer, when you come across a brand that is really living its brand story, you have to share it.  So here goes.

I was sicker than a dog and hit the Target pharmacy department for some cold and flu relief.  I stood in the aisle for a bit and debated over which packaging copy best fit my symptoms, and landed on one that sounded kinda close.  I headed over to the pharmacy counter to purchase. The pharmacist and I started chatting, he started to ask some really good questions and he listened to every miserable, yucky symptom I was feeling.   He confidently told me I was not even close to buying the right products.  He voluntarily explained what he thought would work better, why and then reassured me of any drug interaction fears I had.  As an added bonus, he offered me some coupons to switch from my existing pharmacy.

Wow…I actually walked away feeling a little bit better.

I quickly realized that what I just experienced was exactly what Target was promoting in their pharmacy brand advertising – smart, friendly pharmacists who are ready to answer any question you might have about medicine.

Of course, I felt compelled to post how helpful the Target pharmacist was on Facebook and told several friends. (That’s what satisfied customers do when the sweet spot of brand promise and experience collide.) I was not at all surprised to see how many of my friends had the exact same experience with that pharmacist, as well.  Well done, Target. You have successfully lived up to your promise…at least in Mentor, Ohio.

Brand planning is the rudder that can sail your brand ship into the sunset if done right, or into rocky seas if done wrong.  Some tips for successful brand planning are:

1. Figure out who you really are.

Find your niche of what your brand stands for and be good at it….really good at it…the best at it.  You can’t and shouldn’t to do everything well, just one thing that no one else can do as well as you do.  And then, do everything you can to really be that brand promise to your customers.

2. Don’t pretend to be something you aren’t.

If you have great products, but have average service, don’t promote your brand as a world-class service provider. That will only lead to resentment, distrust and unhappy customers.  And those customers have access to the web.

3.  Focus internally before you promote externally.

Get your brand ducks in a row internally before you make any kind of brand commitment to your customers.  You can’t fool customers.  They can see right through words and pretty pictures if your company’s actions aren’t following suit.

4.  Stay the course.

Pick one thing and stick with it.  Consistency in brand messaging will build a foundation for your brand identity.  Reinforcing it over time throughout your communications will keep it fresh and relevant.  By not wavering, your customers will know your brand is known quality, product innovation, customer service, or being a low-cost leader.

5.  Fill the brand promise and you will be rewarded.

Happy customers also have access to the web.  And if you fulfill the brand promise and do it well, they will become the most loyal, cost-effective sales people you have.
If you would like us to help you with brand planning and hitting that sweet spot with your customers, give us a shout. We’d be happy to help you!