Every business has six critical elements called Morphemes. Morpheme #1 is The Premise (covered in PhilTakes #16-20). Morpheme #2 is The Promise. What is the company’s behavior delivering on the premise?
In PhilTake #23, we introduced how The Promise is the brand, and the brand is built on trust. Customers need to trust your ability to deliver the experience they expect. This trust forms the basis of their decision-making during the buying process.
Per Seth Godin, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Of course, earning your customers’ trust isn’t a one-time event. Your company must continue to deliver at every touchpoint to keep earning your customers’ trust – and their business.