A brand promise is the cornerstone of branding as a professional service marketing strategy.

Properly developed and managed, the promise can generate new business and referrals from past clients.

However, poor brand development and weak business management will lead to broken promises.

Broken promises drive customers to the competition.

The Good News About Promises

By consistently providing quality service, in effect you promise that clients will continue to receive the same quality.

This promise of quality is reassuring to your clients and contacts. It increases their comfort in continuing to deal with you and also recommend potential clients to you.

Not surprisingly, this promise of quality is a key element in both your overall marketing plan.

This is the good news element of the promise: it reassures clients and contacts, which in turn will generate more business.

The Bad News About Promises

The bad news element is the all-too-familiar problem of dealing with fallout from broken promises.

Fulfilled promises-–or expectations–-are great.

Remember how eagerly you anticipated that special meal in your favorite restaurant? And how wonderful it was when the experience was even better than what you expected?

But what about when the food or service failed to met your expectations? The experience may have been so upsetting that you vowed never to go back.

Broken Promises—The Worst Case Scenario

In making promises, whether explicitly in words or implicitly through actions, you are setting standards that you must continue to meet.

As long as these standards are met, all is well.

However, once you fail to honor your promises, all hell can break loose.

Most consumers tend to be well-informed.

They know that in today’s competitive marketplace, they have many choices.

Few things annoy consumers more than broken promises. Unhappy customers can, and usually do, respond by taking their business to the competition.

Instead of happily promoting a business that has pleased them, they will joyfully badmouth one that has displeased them.

To learn more about branding as a strategy for marketing professional services, see Ignore The Myths.