What is Your Brand Promise Really Promising?
by Travis McGinnis
I heard a radio commercial the other day for McDonald's. They're pretty good at utilizing the radio medium to drive store traffic with simple "one thought per message" commercials. This time, though, I didn't really care so much that it was about the Egg McMuffin. Something else happened in that spot that got me thinking.
The spot painted a picture of a converstation between a hotel customer as he calls down to the front desk concierge. The conversation went something like this:
Concierge: "Good Morning, how may I help you?"
Guest: "Yes, I'd like to order breakfast."
Concierge: "Certainly Sir. What can we get for you?"
Guest: "I'd like an Egg McMuffin, with a coffee and orange juice."
Concierge: "From McDonald's?"
Guest: "Yes, please."
Concierge: "Sir, we cannot run to McDonald's to bring you breakfast. If you'd like to order off our menu we..."
Guest: "Doesn't the sign out front say 'Anything to Make Your Morning Better?'"
Concierge (with disdain): "Why yes. Yes it does..."
I had a small chuckle to myself when I heard that - because the guest was absolutely correct. The sign out front certainly did say "Anything to Make Your Morning Better." As far as this guest was concerned, "anything" meant asking room service to make a trip to McDonald's for breakfast.
So with that, I ask - what is your brand promise really promising? Are you living up to your brand promise?
I understand that this example is a little tongue-in-cheek, but it strikes a chord with me when I think about all the hokey, cliche filled slogans I see out there these days.
I've heard local car dealerships say things like "For all your transportation needs!" I've thought it would be funny to call up and see if I can buy an airplane, or order some new roller skates - since, after all, those certainly could be one of my transportation needs.
A good brand promise (or positioning statement, differentiating idea, etc) should be simple and specific. Getting into the nitty-gritty of a good brand promise is beyond the scope of this post. However, I will say this:
Whatever it is you tell your customers that you will do - you better be following through. If your customer wants to take you up on your offer of "Anything to Make Your Morning Better," will you do it?