SME Branding Lesson #5 – Define a Brand Promise You Can Keep
The slogan is promising: “reviews that you can trust”. But following a host of media attention in recent months, it seems Trip Advisor has to re-think its brand promise following a ruling of the Advertising Standards Authority that they should not “major on trustworthiness if fake reviews can appear”. More information can be found in this BBC news article:
TripAdvisor rebuked over ‘trust’ claims on review site.
A brand promise is the brand’s essence – a single minded statement that sums up the brand. Phillips is ‘sense and simplicity’; Apple ‘Think Different’; Starbucks ‘the third place’; Volvo stands for safety and Coca Cola for ‘refreshment and happiness’. So if a company like Trip Advisor positions itself as the source of ‘over 50 million honest reviews’, it better live up to its promise or risks damaging both reputation and trust. It will have to be seen how the brand will react to the ASA ruling and if it can maintain its top position in future.
It takes a long time to instill a brand’s essence in the minds and hearts of consumers. It takes just one incidence to break it. Remember Gerald Ratner who in 1991 wiped out a 500 mio fortune with one speech?
Ratner said: “We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, ‘How can you sell this for such a low price?’ I say, because it’s total crap.” And he added that his stores’ earrings were “cheaper than an M&S prawn sandwich but probably wouldn’t last as long”.
BP’s ‘Beyond Petroleum’ was a challenging promise at the best of times but really came to haunt the oil giant when disaster struck.
During the Deepwater Horizon oil spill, where 11 rig workers lost their lives, an unfortunate remark made by CEO Tony Hayward (‘I want my life back’) added fuel to the fire of the actual accident and led to the company dropping out of the top 100 brands index because the difference between their strategy and reality became emphasised and highlighted the fact that it could not keep its promises.
So, when you define your brand essence, make sure you don’t make promises you can not fulfil. It’s easier to improve on an offering and to add value to customers than to disappoint and backtrack.
I guess a key factor is to truly understand where your value lies for your customers today and in future and to identify where you are different to your direct and indirect competitors to create a memorable brand promise that will live up to its meaning.