Branding Strategies by Bernard Kelvin Clive: Discarding the Significance of Logos and Slogans!
In today's saturated market, it's not just about selling a product or service - it's about building a brand that delivers an unforgettable customer experience. A brand that's more than a logo or catchy tagline, but a promise kept time and time again.
Remember that apartment complex in Ghana, Oyibi? Moved there feeling all cozy and comfortable with the greenery and peace. But dang, the water situation was a real headache! us, we reached out to various water distributors for help, but most of them, they were either ghosting us or half-assing it.
One of those companies was Sprint Water. They had this bomb tagline, "We quench your thirst," and their ads were everywhere, shiny and bold. But when it came to performance, they underperformed. Delivering late and making excuses was their go-to move. So there we were, driving around town, staring at those fancy banners, thinking, "How on earth do they afford these ad campaigns when they can't even manage to deliver on time?"
Sadly, this isn't unique to Sprint Water. Many local brands tend to drown themselves in flashy designs and costly ad campaigns, but they fall short when it comes to delivering on their promises. A brand that looks great or sounds great won't last if it can't keep its word.
One day, we gave Rock Water a shot. They weren't as flashy or well-known as their competitors, but they were reliable. They delivered water on time every week and had excellent customer service. They even went the extra mile by calling to check on us and make sure we had enough water. Our positive experience with Rock Water made us recommend them to our friends, and that loyalty was earned through consistently meeting their promises.
Rock Water might not have had those fancy billboards or catchy taglines, but they earned our loyalty by consistently delivering on their promises. They proved that a small brand can outshine its bigger competitors simply by offering excellent service consistently. It's not about flashy logos or taglines - it's about delivering on your brand's promise every single time.
That experience taught us a valuable lesson - a brand's success isn't only about its logo, tagline, or visual appeal. It's about consistently meeting customers' expectations and delivering on your promises. Brands that do that create a loyal customer base that will keep coming back and recommend them to others.
Now you might be thinking, "Hey, it's not just local brands that fall into this trap. Even big corporations can get caught up in their visual appeal and forget about delivering on their promises." Yeah, you're spot on. Even multinational giants can get so hooked up on crafting a visually appealing brand that they forget about keeping their promises.
Take that tech startup, Juicero, for example. Raised $120 million for a sleek high-tech juicer supposed to revolutionize home juicing. The juicer, priced at $400, required proprietary juice packs that cost $5-$8 each. Sounds fancy, right? But here's the kicker - customers discovered they could simply squeeze the juice packs by hand to get the same result. And guess what? The juice packs were easily hackable. The company eventually shut down in 2017, leaving disappointed customers and investors in its wake.
This might seem extreme, but it highlights a crucial point: creating a visually appealing brand isn't enough. Brands need to deliver on their promises consistently and offer real value to their customers.
On the flip side, some brands have become icons because they deliver on their promises consistently. Take Zappos, for example. Built their brand on exceptional customer service, offering free shipping and returns, a 365-day return policy, and 24/7 customer service. Their dedication to service has created a loyal customer base and made them a household name. They proved that delivering excellent service and keeping your promises can help a brand stand out in a crowded market.
So if you're building a brand, remember this: deliver on your promises, and offer real value to your customers. Consistently do that, and you'll create a loyal customer base that will keep coming back and recommend you to others. Don't get too caught up in creating a visually appealing brand - focus on keeping your promises and delivering true value to your customers.
- In the realm of business growth, it's essential to prioritize a brand that delivers an exceptional customer experience, rather than just selling a product or service.
- A brand may be recognized by a popular tagline or captivating visuals, but its true power lies in keeping its promises consistently.
- An instance of this occurred when we moved to an apartment complex in Ghana, Oyibi, where the water situation was less than ideal.
- Despite reaching out to numerous water distributors for help, most of them failed to deliver on their promises.
- One such company was Sprint Water, boasting an attention-catching tagline and extensive ad campaigns, but falling short in delivery and customer service.
- This pattern is prevalent among many local brands, focusing on flashy designs and costly advertisements over delivery on their promises.
- Rock Water, however, proved to be an exception, offering reliable service and excellent customer support, thereby earning our loyalty.
- Brands seeking longevity would benefit from following Rock Water's example of consistent performance and fostering customer relationships.
- The success of a brand is not measured by its logo, tagline, or visual appeal alone; it's about meeting and exceeding customers' expectations consistently.
- Corporations, even multinational ones, are not immune to this issue, as demonstrated by the failed tech startup, Juicero.
- Despite a promising concept and heavy funding, Juicero failed to deliver on its value proposition and eventually shut down.
- On a positive note, brands like Zappos excel by focusing on maintaining their promises and delivering exceptional customer service.
- Offering free shipping, returns, and 24/7 customer service, Zappos has created a loyal customer base, positioning itself as a household name.
- To build a thriving brand, businesses must prioritize keeping their promises, offering genuine value to customers, and consistently delivering an unforgettable customer experience.
