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TV Expert Interviews / Sales & Marketing Alignment / Jul 22, 2020 / Posted by Susan Meier / 2527

How to Build a Brand with Promise (video)


In the new Expert Insight Interview hosted by John Golden, the guest is Susan Meier, a brand strategy consultant. She brings together analysis and creativity to help her clients build better brands, and she will share her methods for managing branding during the crisis.

This interview explores:

  • Brand reflection
  • Audience assessment
  • Building brands with promise

Brand Reflection

The world is rapidly changing, and many things are being disrupted or reinvented. While various activities are paused at the moment, it’s the perfect time to reflect on your business and brand. It is the first step on the road to finding the right strategy and determining the place of your brand in that new environment. Reflect on every aspect of your business, from your team, products, and offers to its purpose, values, and uniqueness. Think about what your brand stands for and what you want it to stand for, so you can assess what kind of future you want.

Audience Assessment

After the reflection, the next step is to put that information with who your audience is. It is critical to precisely define who your customers or consumers are, and to whom your offering is the most valuable. Elevate the way you think about customers, by focusing not only on what their practical needs are but who they are as people and what their aspirations are. Also, coming out of this situation, your audience may be changed or evolved. It is important to check if you are targeting the right people. You may need to find a new audience, switch markets, or explore customer group adjacencies.

Building Brands With Promise

In the future, people will be more sensitive to meaning and reasons for making interaction with brands. Your brand isn’t just a logo. It is a relationship and every interaction you have as an organization. That is where brands can differentiate because customers are looking for a more humane approach.
Every brand gives a promise of delivering something, and it is critical to understand how meaningful it is to make a promise and to fulfill it. That word connects well to the notion of the personal relationship between brands and their constituents. Define what your brand is promising, and make sure that you can deliver on it. Failed promises are the quickest way to lose customers. Building brands with promise is about exploring what their full potential is and how to keep expanding and broadening it.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Susan began her career in strategy at the Boston Consulting Group, where she became fascinated by the deep personal relationships brands can forge with their customers. For over 20 years, she has helped build the world’s leading brands, with corporate clients like Pepsico, Unilever, Whirlpool, Samsung, Genentech, Novartis, Aetna and WebMD


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