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Northern Powerhouse European Union
Business Strategy

What Is Your Brand Promise?

Growth advisor, Jonathan Crabtree, explains the benefits of building clear branding values and strategy to further develop your business' reputation.

Building your brand and having a clear branding strategy is one of the most important factors in determining your business’ long-term success.

Whilst brand value is invariably not recognised on the balance sheet by accountants, for successful businesses, brand is often its single biggest asset and the one that is most at risk of depreciation.

A brand is more than a product name or a logo or your corporate identity.  Your brand is everything your business represents and everything it offers.  This covers your products, your services, your people, your values, your customers and suppliers: your reputation.

When a customer engages and interacts with your business’ brand they should know exactly what they will receive in terms of products, services and customer experience and it’s your job to deliver against these expectations.

The customer journey

Delivering against your brand promise requires provision of a flawless customer experience throughout the customer journey.

The customer journey begins at the point when they first become aware of your business.  As in many walks of life, first impressions last and it’s crucial that businesses ask themselves the following questions:

  • What do you want the first impression of your business to be?
  • What messages do your website and printed materials convey?
  • Do all parts of the business convey the same message to customers?

At the stage when customers are interested in your business, the chances are that they are interacting with additional touch points.  For example, they may move from the website to a meeting with a salesperson. This transition can put the customer experience and therefore the brand at risk.  A smooth handover process and constant communication throughout the customer journey have a direct impact on customer experience and consequently on the value of your brand and of your business.

Ensuring consistency of messaging between teams and departments is a key priority for any business.  Any inconsistency in perceptions of your business leads to an erosion in the perceived value of your business and brand. These points hold true as the customer journey continues.

Every team, every individual and every engagement must embody the brand values of the business.

To discuss branding or any business growth queries in more detail, Enquire and Grow today. 

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Jonathan Crabtree

Jonathan Crabtree, Business Growth Advisor - Bolton

Jonathan has 13 years’ experience in the business support and not-for-profit sector. His current role involves providing support to SMEs across Bolton, helping to identify opportunities and remove barriers to growth. Typical areas of support include business planning, finance, sales and marketing, operations and staffing. In his previous role, Jonathan worked as a Business Services Manager for the regeneration charity Groundwork. This involved managing the delivery of European Regional Development Fund (ERDF) programmes, commercial contracts and training programmes. Jonathan has specific knowledge of Environment, Health and safety (EHS) compliance, management systems and accreditations, account management and business development.