Name: Miriam Salpeter Twitter: @Keppie_Careers Personal Website/Blog: Keppie Careers Bio: With a Master's degree and over 12 years of experience as a career advisor and an involved member of the online job search coaching community, Miriam keeps up-to-date on the best practices for job hunters. She offers her clients and readers confidence, clarity and job search know-how. What's your favorite career related quote? [Unknown] What's your favorite part about being in T.A.P.? TAP is a great opportunity to extend my mission of encouraging, enlightening and empowering job seekers for success. Name: Trevor Wilson Twitter: @gradversity Personal Website/Blog: Gradversity.com Bio: Trevor writes almost exclusively from a "New Grad" perspective because he has been there and gone through the challenges of finding that first "real" job. He has experienced what many of our readers are going through right now and feels he is in an excellent position to help out. What's your favorite career related quote? "Luck is what happens when preparation meets opportunity." (Seneca) What's your favorite part about being in T.A.P.? Sharing my experiences and helping other new grads find entry level jobs. Name: Dawn Bugni Twitter: @dawnbugni Personal Website/Blog: The Write Solution Bio: Dawn Bugni is a Certified Professional Resume Writer (CPRW) and member of Career Directors International, the National Resume Writer's Association and the Professional Association of Resume Writers with more than 25 years' experience in production control and customer service management. She stays current with career industry trends through continuing education, a strong social media network and lessons from the "School of Hard Knocks" offered by balancing and running two diverse small businesses. What's your favorite career related quote? "Leap and the net will appear." (Julia Cameron) What's your favorite part about being in T.A.P.? I am helping others and learning new things too. This makes me a better resume writer and adds value to what I offer my clients. My colleagues are brilliant and generous; the questions posed are thoughtful and thought provoking. I can help and learn. How can I not love participating? Name: Grace Kutney Twitter: @sweetcareers Personal Website/Blog: Sweet Careers Bio: Grace is a career development professional with over 10 years of experience in career advising. She specializes in working with undergraduate students and recent graduates with little-to-no work experience. What's your favorite career related quote? "Your skills, experience and degree are essentially worthless unless you are able to translate their value. Interpret for employers how your expertise anticipates their specific needs." (Sweet Careers) What's your favorite part about being in T.A.P.? I can help job seekers through T.A.P. that I would likely never meet in person. Name: Louise Fletcher Twitter: @louise_fletcher Personal Website/Blog: Blue Sky Resumes Bio: Louise currently runs her own resume writing company and previously spent 15 years in HR. She has hired more people over the years than she cares to remember and now she uses that knowledge to help her clients get hired. What's your favorite career related quote? "Remember that during any time of change, people have just 3 questions: How does this affect me? How does this affect me? And how does this affect me?" (Unknown) What's your favorite part about being in T.A.P.? Telling people what to do... just kidding! The questions keep me in touch with job seeker's concerns and I like being able to help. Name: J.T. O'Donnell Twitter: @jtodonnell Personal Website/Blog: J.T. O'Donnell - Career Insights Bio: J.T. is a career strategist and workplace consultant who works with both individuals and corporations helping them make 'work' something to look forward to. She is the founder of Careerealism.com (this site!) and is the author of a book by the same name. She is is also the co-author of the largest nationally syndicated career advice column in the country, J.T. & Dale Talk Jobs. What's your favorite career related quote? "If you do what you've always done, you'll get what you've always gotten." (Unknown) What's your favorite part about being in T.A.P.? Using technology to help people in real-time. I love that we give collective answers that help the reader get a comprehensive idea of what to do. Name: Harold Mellor Twitter: @haroldmellor Bio: Harold is the Senior Manager of Talent Acquisition for The Boston Globe, having joined in September 2005. Harold came from Randstad North America, a world wide workforce solution provider where he spent fifteen years as a member of their recruiting team, including four years as the Manager of National Recruiting. Harold has a MA in Business and Organizational Communications from Emerson College in Boston and a BA in Communications from New England College in Henniker, NH. He is currently on the Employee Advisory Board of Bunker Hill Community College in Boston. What's your favorite career related quote? “With every mistake, we must surely be learning.” (George Harrison) What's your favorite part about being in T.A.P.? I love helping people out! Name: Jacqui Barrett-Poindexter Twitter: @ValueIntoWords Personal Website/Blog: Career Trend Bio: Jacqui is one of only 27 Master Resume Writers (MRW) globally, has a BA in Writing and has amassed 15 years’ corporate experience. An intuitive researcher, Jacqui unearths clients’ most compelling story details, applies an inventive approach to content development and design, and originates uniquely branded career resume and social media profiles, including LinkedIn, Twitter and personal marketing websites, stirring interest and response. What's your favorite career related quote? “Remember that encouragement creates courage in others. Courage leads to confidence. Confidence lets them fly.” (Unknown) What's your favorite part about being in T.A.P.? It sharpens my career advice toolkit, allows me to align should-to-shoulder every day with respected and smart careers colleagues and permits me to be a global resource to job seekers during times of economic stress as well as times of profound economic turnaround and growth. Name: Ben Eubanks Twitter: @beneubanks Personal Website/Blog: UpstartHR Bio: Ben is a career blogger with Jobacle and an HR professional with a reading and researching addiction. His desire to build an outstanding career for himself is closely aligned with his desire to help others do the same. What's your favorite career related quote? “A fondness for power is implanted, in most men, and it is natural to abuse it, when acquired.” (Alexander Hamilton) What's your favorite part about being in T.A.P.? I have a passion for helping people find a career that they love, and this is a great way to reach many people who are seeking assistance. Name: Debra Wheatman Twitter: @DebraWheatman Personal Website/Blog: resumesdoneright.com Bio: With 20+ years as a strategic career advisor, Debra helps clients obtain highly desired interviews for competitive positions, including preparing results-oriented resumes, and providing guidance centered around interview preparation, salary negotiations, and overall career management. What's your favorite career related quote? [Unknown] What's your favorite part about being in T.A.P.? T.A.P. is a wonderful way for me to share information regarding career planning and management topics to help a diverse group of job seekers. Name: Elaine Basham Twitter: @resumesrevealed Personal Website/Blog: The Resume Group Bio: Elaine Basham and Sue Sarkesian, co-founders of The Resume Group have more than 25 years of combined experience in resume writing and job search strategies. More than 90% of their business comes from the referrals of clients whose job searches have been successful due in part to their knowledge, expertise, and the resources they provide to their clients. What's your favorite career related quote? "Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful." (Albert Schweitzer) What's your favorite part about being in T.A.P.? Seeing what the biggest obstacles and concerns are for job seekers in this tough market, and learning so much from the other experts! Name: Kirsten Grant Twitter: @kgrantcareers Personal Website/Blog: Kirsten Grant Bio: Before joining Kaplan University, one of the largest online universities in the nation, Kirsten had faxed almost 1,000 resumes, e-mailed close to 300 resumes, personally mailed 20 resumes with each one featuring “special inserts” to encourage hiring managers to read her resume (50% of those resumes received calls for an interview) and interviewed with 50 companies over the course of 5 months. Based on the feedback hiring managers provided, in addition to 10 years experience in human resources, training, recruiting and staffing Kirsten REALLY learned what hiring managers look for in candidates. She took that knowledge and now designs on-line programs that today help over 40,000 adult learners understand how to write resumes, conduct successful job searches, and earn promotions. What's your favorite career related quote? “When I die, I want to die empty – no one should attend my funeral and ask “I wonder did he ever go after his dream or that great idea that he had?” I want to die “used up” – giving my best – that’s the only way to truly LIVE!” (Les Brown) What's your favorite part about being in T.A.P.? T.A.P. is so unique. The idea of sharing career tips that actually work in 140 characters or less with people across the world in a forum of experts is an honor and a challenge – and I love it! Name: Tiffany Monhollon Twitter: @tmonhollon Personal Website/Blog: Personal PR Bio: Tiffany is a career, leadership, and management expert for Express Employment Professionals, one of the world’s largest staffing companies. She leads the team of creative writers and thinkers who author Movin’ On Up, the Express Career Blog and also write several award-winning publications focusing on all aspects of employment, the job search, and careers. In addition, she manages public relations, corporate communications, and social media for the company. She is personally passionate about equipping young professionals to navigate the lines between personal and professional in today’s evolving workplace. At Personal PR, she writes about careers, social media and the evolution of today’s professional realities. What's your favorite career related quote? “Getting your ducks in a row is not nearly as powerful as actually doing something with your duck.” (Seth Godin) What's your favorite part about being in T.A.P.? I love how contributing to T.A.P. is the embodiment of what I’m passionate about. This project demonstrates how people as professionals can contribute their knowledge to help others – and do their jobs at the same time! Name: Andy Robinson Twitter: @AndyInNaples Personal Website/Blog: Career Success Career Tip of the Day Bio: Andy has over 15 years experience as an Executive Coach, Career Success Coach and Personal Branding Strategist. He has a total of 25 years business and leadership experience across a variety of industries, serving scores of companies of all sizes (Fortune 100 to small, locally owned businesses) as a management consultant with PricewaterhouseCoopers (10 years), a professional advisor, and an outside executive coach. Andy is also an author, speaker, professional trainer and co-host of the Career Success Radio Show on Exceptional Wisdom Radio. To add to his respected list of credibility, he is a licensed member of the International Coach Federation (ICF). He loves what he does for a living! What's your favorite career related quote? "Choose a job you love and you will never have to work a day in your life." (Confucius) What's your favorite part about being in T.A.P.? I enjoy being a member of an exceptional team of career experts. I love sharing ideas and working together to help others love what they do for a living and achieve lasting career success. Name: Teena Rose Twitter: @teenarose Personal Website/Blog: Resume to Referral Bio: Teena Rose is a personable, professional, and yes, crafty 10-year career writer -- not your run-of-the-mill resume writer, in fact. She’s noted as a resume 2.0 strategist, understanding that today’s job-search is increasingly dominated by the next generation of job-search tools. What's your favorite career related quote? “A quality job-search approach will out-produce one of quantity.” (My Continuous Quote/Advice to Clients) What's your favorite part about being in T.A.P.? One could say involvement with T.A.P. is the cake, and mixing with some of the industry’s top minds, such as Jacqui Barrett-Poindexter, Louise Fletcher and J.T. O’Donnell, is the icing. I’m honored to be invited and welcomed. Name: Heather Huhman Twitter: @heatherhuhman @ComeRecommended Personal Website/Blog: Entry-Level-Careers-Examiner Come Recommended Bio: As an experienced hiring manager and someone who has been in nearly every employment-related situation imaginable, Heather knows and understands the needs of today’s employers and internship and entry-level job seekers. Her expertise in this area led to her selection as Examiner.com’s entry-level careers columnist in mid-2008, as well as becoming the job search expert for Campus Calm, a contributor to both One Day, One Job and One Day, One Internship, and author of the e-book “Gen Y Meets the Workforce: Launching Your Career During Economic Uncertainty.” What's your favorite career related quote? “Happiness does not come from doing what you want, but wanting what you do.” (Unknown) What's your favorite part about being in T.A.P.? Through T.A.P., I’m able to touch the lives of so many. There’s simply no greater feeling than helping people achieve their dreams. Name: Julia Erickson Twitter: @juliaerickson Personal Website/Blog: julieannerickson.blogspot.com Bio: Julia Erickson is a writer and coach focusing on career transformation and improving people’s work lives. Her philosophy is that you can get your “right fit” work once you are clear about what it is, and have the plan and tools to effectively market yourself. As a coach and writer, Julia draws on her 25 year career leading non-profit organizations in New York City, including 12 years as Executive Director/CEO. She also spent four years focused on NYC’s workforce development needs. Julia coaches job seekers, career changers, and newly promoted executives from all industries. Her blog provides guidance and tools to handle the practical and emotional aspects of job search. What's your favorite career related quote? "Whatever you can do or dream you can do, begin it. Boldness has genius, power and magic in it." (Goethe) What's your favorite part about being in T.A.P.? Sharing my knowledge to help others, learning from the other experts, and keeping up with what’s going on in the world of work. Name: Rob Taub Twitter: @RobTaub Personal Website/Blog: www.JobSearchCorner.com www.JobSearchingWithRob.com Bio: Rob, a veteran career services professional with 25 years in the biz, who formerly headed the Executive Service Group for R. L. Stevens & Associates, is Principal of Job Search Corner and creator of the blog "Job Searching with Rob". He has been an active member of the Career Directors International (CDI), and the Career Management Alliance (CMM), formerly the Career Masters’ Institute, and has earned their prestigious certification, the Credentialed Career Master (CCM), a designation that is earned through proof of expertise in all Careers fields. What's your favorite career related quote? "The world doesn't happen to you it happens from you." (Unknown) What's your favorite part about being in T.A.P.? The ability to reach out to and help thousands and thousands of individuals seeking new ideas and advice in their job searches. Name: Mary E. Sevinksy Twitter: @MarySevinsky Personal Website/Blog: Mary Sevinsky's Blog Bio: Mary currently works for a national company and provides résumé development and editing services. Mary is master's-prepared and has over 18 years of experience in vocational assessment, counseling and testimony, primarily assisting clients who are changing careers. Areas of expertise include: Résumé Development, Labor Market Surveys, Transitional Return to Work programs, Job Placement Assessment and Assistance. What's your favorite career related quote? "Whether you think you can or think you can't - you're right..." (Henry Ford) What's your favorite part about being in T.A.P.? I love being part of a group of people who share the same passion and appreciation for vocation. Name: Tai Goodwin Twitter: @TaiGoodwin Personal Website/Blog: Wilmington Professional Development Examiner Bio: Tai’s resume is a prime example of what it looks like to successfully “makeover” a career. With a B.S. and M.S. in education, Tai’s professional journey has taken her from leading Americorps service learning initiatives in inner-city schools to managing large scale learning technology projects for companies like Barnes & Noble and DTCC (Depository Trust and Clearing Corporation) in New York’s financial district. And to think she started out at Drexel University as a fashion design major! What's your favorite career related quote? “Don’t be afraid of failure. Be afraid of the consequences of living your life by default. It is never too late to pursue your passion.” (Tai Goodwin, The Career Makeover Coach) What's your favorite part about being in T.A.P.? I love helping people connect to their passion and purpose. T.A.P. is a great way to support those bold enough to create career success on their own terms. Name: Joshua Waldman Twitter: @JoshuaWaldman Personal Website/Blog: Career Enlightenment Bio: Joshua specializes in helping MBAs, who are frustrated with the job search, to learn new ways of applying their business savvy through exciting social media tools that they didn’t learn in B-school. He began teaching social media to job seekers in 2006 when he realized the internet marketing skills he had acquired from running his own business and career are directly transferable to job seekers. What's your favorite career related quote? “You don't ‘belong to’ any company for life, and your chief affiliation isn't to any particular ‘function.’ You're not defined by your job title and you're not confined by your job description.” (Tom Peters, Fast Company 1997) What's your favorite part about being in T.A.P.? The program gives me a chance to really listen to job seekers. There is a difference between what I think job-seekers need, and what they REALLY need. I appreciate the exposure and connection with clients. Name: Rosa Elizabeth Vargas Twitter: @ResumeService Personal Website/Blog: Creating Prints Bio: Rosa Elizabeth Vargas is a job search strategist who is triple-certified as an (MRW) Master Resume Writer, (NCRW) Nationally Certified, and (ACRW) Academy Certified Resume Writer. Additional qualifications include job search coaching and social media consulting. She has been helping job hunters for over seven years as owner of Creating Prints Resume Service, leveraging an accomplished 10-year career as a Leader/Senior Manager, which included interviewing, hiring, training, and building strong and competent teams. What's your favorite career related quote? "The person who gets the farthest is generally the one who is willing to do and dare. The sure-thing boat never gets far from shore." (Dale Carnegie) What's your favorite part about being in T.A.P.? It brings me great pleasure to be chosen as a CAREEREALISM expert and I look forward to providing valuable information to job seekers. Name: Melissa C. Martin Twitter: @ravingredhead Personal Website/Blog: careercoachingbyphone.com webinarcareercoach.blogspot.com Bio: Melissa is a passionate, innovative career expert, who holds impressive credentials in the career/employment field for over 11 years. Her specialties include dealing with the unemployed, underemployed, military members, military spouses, aspiring entrepreneurs and those who need "career nourishment" to re-ignite themselves. What's your favorite career related quote? "What would you do if you knew you wouldn't fail?" (Unknown) What's your favorite part about being in T.A.P.? My favorite part is the opportunity to connect globally with job seekers. Name: Karen Siwak Twitter: @ResumeStrategy Personal Website/Blog: Resume Confidential Bio: Karen is a Canadian Certified Resume Strategist with 10+ years of experience in coaching & counseling. She's a passionate advocate for resumes that tell a clear, compelling “one of a kind” story – resumes that stir interest, invite connection, create the opening for an interview, and lay the groundwork for you to be able to expand on your talents, strengths and insights. What's your favorite career related quote? "It ain't what you do, it's the way you do it." (General Norman Johnson & Chairmen of the Board) What's your favorite part about being in T.A.P.? Resume & job search “best practices” are a moving target, and advice from five years ago may not necessarily work today. Being a CAREEREALISM-Approved Expert challenges me to continuously re-examine my own assumptions, and ensure the advice I give is relevant and “real” in today’s job market.
October 15, 2009
Every time I start a project, I get this tiny moment of panic. It doesn't last long, but even now, after years in this business, I still notice that it happens.
It has a long and technical name, but in portfolio school, we just called it "fear of the blank page." It's that anxiety-inducing few moments right before getting started on something. I may have had 253 ideas buzzing around my head after a client meeting, and I am excited to get started on the project, but inevitably, and just for a short moment, this blank page panic happens when I sit down to get started.
What Makes A Blank Page So Scary?
In the blankness, the page carries endless possibilities, which is great, right? On the flip side of that, one finds internal resistance and a fear of failure. Your mind will tell you, "Hey, it could be great…but then again, it could also be total disaster." As humans, we are built to avoid the thing that causes fear. This aversion to fear is what has kept us alive for thousands of years.
For as long as I can remember, I have had a love-hate relationship with fear. For me, recognizing that fear was the only thing keeping me from doing a thing, and then deciding to do it anyway, has pushed me. Pushed me way, way, WAY out of my comfort zone at times. And it turns out that is a great thing. All of the achievements I am really proud of in my life were things that would not have happened if I had given in to my fears.
Why then do I still get that tinge of fear, even after all of these years for something as simple as getting started on a project? My thought on that is simple. It means I still care. I still want the outcome to be amazing. I still want to go past what I know and explore a new place, which is still scary, but worth it.
Taming That Tinge Of Fear
Like most things, you get better at it with practice. Fear works the same way. If you keep leaning into it, it may still be there, but the time it takes to push past it dwindles. Say you are skydiving. The first time you jump, it probably took a whole lot longer to be ready to jump out of a plane than it did the 100th time. It is still the same element of danger, and same fear, but you have practiced taming it.
Now, about putting it into actual practice. It's very simple, stupid simple actually. I start with a brain dump of all the ideas in my head after a client meeting or about the project in general. It is an easy way to just get something on paper. It doesn't have to be perfect or even logical. It's just for you. The act of getting started IS the practice.
The rest of the work will fall into place once you get pen to paper. Some ideas you work on growing, others you let go. With practice, leaning into your fears gets easier to do, as does tackling the blank page.
If you have strategies you use for getting started or pushing past your internal resistance, I would love to hear them!
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Everyone knows that you should walk around every once in a while, especially if you have a desk job. But, do we walk enough during the workday?
Probably not (I know I don't).
Well, surprise, surprise—sitting all day is terrible for your health. In fact, it increases your chance of depression, anxiety, and premature death. These are some of the not-so-awesome side effects of sitting constantly. (Are you out walking yet?)
If you need more evidence that walking is a crucial addition to your daily routine, check out these compelling reasons to get walking at work:
4 Benefits Of Walking More At Work
1. It Can Relieve Your Back Pain
Have a bad back? Sitting all day probably isn't the best thing for it. But, hey—good news! Turns out walking helps relieve chronic back pain. So, if you're back isn't happy, get up and take a little stroll around the office.
2. It Helps You Live Longer
Yes, exercise makes us healthier. But did you know that speed walking can make you live longer? According to Healthline, people who walk about 3 mph or faster live longer than others of their age and sex who walk more slowly.
3. It Gives You An Excuse To Enjoy The Weather
It's a beautiful day—get outside and breathe in that fresh air, soak up a little sun, and get your walk on! You don't want to waste the nice weather. Take a quick break, rest your brain, and—in the words of Nike—just do it! You'll come back to your work feeling refreshed and reenergized.
4. It Makes You Happier
"Exercise gives you endorphins. Endorphins make you happy. Happy people just don't shoot their husbands, they just don't." —Elle Woods
5 Tips For Walking More During The Workday
Okay, so you've got the reasoning behind why you should get off your butt during the workday, but how can you fit it in? Here are a few quick tips for working in walking at work:
1. Skip The Drive-Thru
Instead of picking up your coffee while you're driving to work, walk to the coffee shop.
2. Get A Group
Get fit and be social! Find a few co-workers to walk with each day.
3. Add Walking To Your Schedule
Sometimes we get so caught up in work that we forget to take breaks. To avoid this, pencil in walking times on your calendar.
4. Leave A Pair Of Sneakers At The Office
Leave a pair of comfortable walking shoes at work. That way, you won't destroy your feet by clacking around all day in your heels or dress shoes.
5. Get An App
Find a walking app for your smartphone to track your progress. I use a free app called RunKeeper, but there are tons of great apps out there. It's a great motivator!
It's not difficult to walk more during the workday if you make it a priority! Follow these five easy tips to walk more at work today!
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This post was originally published at an earlier date.
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Do you remember the Pepsi challenge? It was a legendary marketing promotion in which people participated in a blind taste test with Pepsi vs. Coke. More people preferred Pepsi but continued to buy Coke. When a brand choice is made, the strong, familiar, trusted brands will always have an edge. An effective brand promise builds trust with customers.
In this article, I'll take a closer look at what a brand promise is, the foundation of a brand promise, and give you steps on how to create one.
What Is A Brand Promise?
A brand promise tells customers what they can expect from your brand in a concise, compelling, and memorable way. A brand promise is how people decide if they can trust your brand. If you're consistent in delivering on your brand promise, you'll have loyal customers, ready to spread the word to family and friends about how great you are.
A promise is only good if it's kept. If you break your brand promise with your customers, the stakes are high. You can lose your reputation, your market share, your customers, and your ability to grow. Many brands fail to deliver on their brand promise, specifically on the customer experience. According to a Gallup study, companies only deliver on their brand promises half of the time. You can see the uphill battle brands have in building trust with their customers.
Most businesses don't have a brand promise and risk disappointing their customers as they have a different idea of what to expect from their brand.
A company needs a brand promise to communicate their customer expectations to everyone across the organization so that consistent customer experiences are delivered both internally and externally.
Foundation Of A Successful Brand Promise
Successful brand promises feature the following key components:
Simple. Credible. Memorable. Unique. Measurable.
- A Brand Promise Is Simple: A brand promise should be simple. Try to stick to 10 words or less. Walmart's brand promise is a great example of this: "Save money. Live better."
- A Brand Promise Is Credible: A credible brand promise is when your customers experience consistency every single time they interact with your company. A great example of this is Chick-fil-A. Their brand promise is, "To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A." They invest heavily in their team members, ensuring they are well supported (education, leading wages, advancement training, free meals on shift, scholarships, and more). In addition, they have world-class customer service where employees are trained in service and hospitality. Each employee knows the recipe for customer service: eye contact, smiling, speaking enthusiastically, and staying connected with the customer throughout their visit.
- A Brand Promise Is Memorable: A brand promise must be memorable enough to compel employees to use during customer interactions with your brand and for customers to engage with your brand. Memorable brands pique customers' interest, ignite their curiosity, and push the right buttons in customers' hearts and wallets.
- A Brand Promise Is Unique: Your brand most likely competes against numerous competitors. Therefore, it's important to identify what makes your brand different in order to build your brand promise to stand out from the crowd. An example is Google's brand promise: "To be the world's number one source of information."
- A Brand Promise Is Measurable: For your brand promise to be effective, it needs to be measurable. If you can't define it, you can't measure it, and if you can't measure it, you can't manage it. Try to make it quantifiable by using the following scale: time, emotion, quality, savings, distance. Let's look at a couple of examples:
- FedEx: Their brand promise is, "When it absolutely, positively has to be there overnight." If your package arrives in two days instead of overnight, then FedEx has broken its brand promise.
- Domino's: Their brand promise is, "Pizza in 30 minutes or it's free." They've recently launched their Carside Delivery 2-Minute Guarantee: order Domino's Carside Delivery online, check in when you arrive, and as soon as your order is ready, a Domino's team member will head to your car in less than two minutes or your next pizza is free.
How To Create A Brand Promise
- Target: Understanding your target audience is critical as this information will define every strategy you execute. The power of your brand relies on your ability to be focused. Check out this step-by-step process on how to target your audience.
- Purpose: Knowing the deeper "why" your company or brand exists provides the foundation on which to build everything else. A great brand purpose is the reason for being beyond making a profit. It will always put the consumers first and manifest itself in everything it does. Here's an overview of how to develop your brand purpose.
- Unique Selling Proposition: If you are able to start with your unique selling proposition (USP), you'll be able to create a stronger brand promise that connects your brand with your employees and customers. A USP makes a strong first impression with your customers, making it easy for them to purchase your brand over your competitor's. Here is how to create a powerful USP.
- Formula: This is the fun part. Bringing all of your insights and analysis together to start brainstorming your brand promise ideas. Here's a tool to help you develop concise and simple statement.
We promise to [how] + target [who] + outcome [what] = Brand Promise
What you do for whom
Honestly, most customers don't know the brand promise of their favorite brands. What they do have is an impression from all the interactions with your brand that tell them what they can expect. An effective brand promise builds trust, reputation, growth, customers, and consistency. Customers know what to expect every time they interact with your brand. Until next time, keep building your brand leadership. You've got this!
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