Brand Promise

Hi,

What is it that you deliver that no one else can? That is your Brand Promise. It’s what your clients value in your relationship and how your brand is different from any other.

The Brand Promise is the turning point in the development of your Branding Framework. It’s when you begin to transform the more introspective aspects of your communication into more client-facing language and messaging. Your Statement of Purpose helps your team understand why your salon exists. Your Vision describes what it will look like when you reach your dreams. It is the Brand Promise that begins to tell your brand story in language that matters to your clients and resonates in ways that are relevant to them.

As it turns out, your Brand Promise is actually several pieces—all of which add up to your overall Brand Promise. For example; expectations you set about your pricing, expectations about the personality of your salon, expectations about the mix of retail you carry—all this, and more, are little aspects of your Brand Promise that will be judged every day. When you live up to the expectations you set your overall Brand Promise has integrity. People will learn to trust your brand and begin to rely on it to consistently meet their needs—eventually promoting your salon to more and more people in their network.

If you are even an occasional reader of these postings you’ll notice that everything is connected in Branding and Transformational Client Experience. It’s really all about your clients and their experience and relationship with you. Everything else you do: Advertising, in-salon promotions, and even how you answer the phone or how often you sweep the floor, all leads back to the client experience. If you want to learn how to harness this power to establish a new brand or strengthen your current brand, please contact me.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871


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