Preview Your Blockbuster Brand

Have you ever watched a movie trailer that seemed to promise nonstop hilarity only to sit through 90 minutes of bad jokes, flat humor and irritation? When the product doesn’t meet the promise, it is a problem in any industry.

The public sees your company’s promise in your brand. A brand is the overall image or impression your company leaves on your target audience…good or bad. And your brand does exist, even if you are not cultivating it.

A brand is not something you aspire to one day be. It is a promise you can deliver your customers now. As Phil Price is often heard saying, “Nothing kills a bad restaurant quicker than good advertising.”

Maytag has built its brand around quality. It promotes that a Maytag washer will not break down and advertises that promise through the “lonely repairman” campaign. If Maytag made that promise, but produced a cheaply made washing machine, the customer would find out and Maytag’s credibility (and brand) would be damaged.

So what about your company? What promises are you making to your customers? How is your internal culture helping (or hurting) your brand? Are you using your advertising as a trailer to a bad movie, or will your product and services match up to your brand promise?