Delivering The Brand Promise
Delivering The Brand Promise
Successful brands tell stories, they create perceptions, they promise and they reassure. The primary role of any brand is to make buying easier for the customer; a brand that successfully communicates and delivers its promise will in most cases be able to charge a premium price over that of weaker competitor brands.
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But how do these carefully crafted messages communicated using expensive promotional campaigns, translate into tangible brand loyalty? In reality they don't. In most cases 'people' are the only differential; banks, supermarkets and airlines all offer essentially the same product as their competitors, what makes the difference is often just the people.

So if employees are the critical component in delivering a positive brand experience, why therefore is the internal employee often the last group to truly understand their company's brand and the part they play in delivering it? Consider this, it takes just one off-colour employee to undo years of painstaking work aimed at successfully positioning the brand in the mind of the customer, or one excellent experience that will lock out thoughts of competitor brands in your customer for years to come.

At Prosell, we have spent the last 20 years working with clients to identify and embed good brand behaviours or simply the 'things we do'; critically, we also identify and work with your people to minimise those bad brand behaviours or 'things we don't do'. Success is achieved by implementing a robust development programme to ensure that desired brand behaviours are understood, accepted and delivered each and every time by your customer facing employees.
Consider some of the highlights from our recent work with the Post Office:
  • 9000 counter staff attended the +1 internal brand development programme
  • Average sales values for financial services products following the programme increased by 16.7%
  • 95% of employees who attended the workshops felt that the +1 programme was a positive experience
  • Satisfaction amongst employees has increased 13% since implementation of the programme
  • The +1 programme has been adopted throughout the Post Office business
Click here for the full Post Office case study.

The above results clearly demonstrate that the creation and implementation of a relevant brand development programme delivers quantifiable improvements in financial results and employee satisfaction, together with a positive experience for the customer.

Whatever your opinion on what makes a brand successful, either way a positive brand experience is delivered by quality people and not expensive advertising campaigns. Click here to contact us about your brand delivery.