Branding should create a feeling about your product and your business.
00:00 – A case of brand mismatch
00:26 – Align with your promise
00:40 – Avoid losing business
I’m doing some Christmas shopping, and the interesting thing is this brand mismatch. I’ve gone to a shop and their pitch sign is, “Talk to the textperts.” The thing is, the people in the store know nothing about the products. I picked up a product, I asked the guy about it, he gave me the absolute wrong advice. And then I went to another one, and they also knew nothing about the products.
Deliver what you promise
Now here’s the thing: if you’re going to sell stuff, try and align yourself with your brand promise. If you say you know about something, you really have to know about something. There’s no place in the market for shops or retailers who are not experts but pretend they are.
It would make me go to a different store. In fact, there’s a store just one level above this store, where they do know what they’re talking about, and I will make that transit next time when I’m about to spend my money.
I hope you’ve enjoyed this little Christmas tip. I look forward to catching up with you soon. I’m James Schramko, and this was filmed on an iPhone and nothing else.
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