Living up to it

Ah, the brand promise. And living up to it.

I just saw this sign outside a pub in town claiming to be the friendliest bar in London.

London's friendliest bar

Quite a statement but at least they invite you to tell them if you think otherwise. It might tempt me in just to see. Although, their sign isn’t exactly advertising to the masses being hidden away on a back street.

I’d also want to go in and tell them that no, in fact, it’s not that cool to have air conditioning if you care about climate change.

A little further down the street I saw a sign for Prestige Dry Cleaners. Another big statement of a brand name. But to me seemingly at odds with their branding with makes me think party planner not the place to take a beautiful but trashed dress post party.

PrestigePerhaps I will try them next time I’ve got some dry cleaning to see if they live up to their prestigious promise. The service offered on their website certainly sounds impressive. Shame about the inconsistent branding. Maybe I saw the old version (the writing on the wall).

When you’re in the business of creating brands for other people (logos, straplines, tone of voice, strategies for use), it’s relatively easy to come up with the goods. But once the commission is complete you usually have no control over whether the company/ organisation/ charity/ initiative is actually living up to that brand promise.

When there are over 2 million bloggers out there, whom people are taking at their word for trusted recommendations and brands to avoid, if you’re not living up to your word then you’ll lose out. And that recognisable, unique brand you spent money on will become one to pass by.

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One Response to “Living up to it”

  1. Laura Says:

    “But once the commission is complete you usually have no control over whether the company/ organisation/ charity/ initiative is actually living up to that brand promise.”

    very unfortunate but true.

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