Managing expectations for your brand
Avoid disappointing your most desired consumers by really understanding what their expectations are and managing their beliefs around what your brand experience will be like
Branding Before Breakfast Ep 122 Transcript \ Managing expectations for your brand
Good morning. I hope you guys are all well today. I wanted to speak about a recent experience I had with a brand and it wasn’t good. I was disappointed. And when I tried to understand why that had happened, I started thinking about the level of expectation that I had.
Now, the brand that I was engaging had a certain price point and that had set certain expectations in my mind. And actually, if we think about it, I’m sure at one point or other, we’ve all been disappointed either with an experience of a brand or perhaps by a person. And if you track it back and think about the expectations that you had when you were engaging with the person and or a brand, Did they know about it? Where they mismatched?
And is that where the disappointment came from? So, I was thinking about your brands and your most desired consumers. Do you know what they expect from your brand? Do you know what your most desired consumers expect from the categories that you play in? or the service fields that you offer.
It’s really important that you understand where that level of expectation sits and that you communicate appropriately so, that when somebody does engage with your brand, the experience matches. So, today, I’d like you to have a think about what your most desired consumers expect from you. Have you asked them? Do you need to dig into that a little bit more? Or do you need to fine tune your communications to ensure that you are managing expectations?
Okay.
That’s it from me. It’s time for brekkie.
Written by: Jo Whelan
Published: August 31, 2022