Welcome to the Escape Blog

Does your brand deliver and if you think it does, to who’s expectation? Seth Godin talks about his Brand Formula:

[Prediction of what to expect] times [emotional power of that expectation].

If I encounter a brand and I don’t know what it means or does, it has
zero power. If I have an expectation of what an organization will do
for me, but I don’t care about that, no power.

Companies who deliver too much (so much that you don’t know what to expect) are creating confusion on expectation. Perhaps, with levels of customer service so poor in the UK, our expectations are reducing too far? Perhaps brand managers still think they can ‘create’ their way out of brand reputation?

The point is, there is so much more of an opportunity for you to actually stand out as a business as the moment - simply by aligning your message and delivering your service (or product) in accordance to your clients’ expectations.

Now, I don’t know too much about managing a big brand, I have trouble organising our small agency as our services have developed. How our business sells what we do in a world of misinformation, and how we deliver it, is important. Important for our reputation as we manage client expectation and deliver a great service.

But, if you are a small business (the big boys can take care of themselves) when is the last time you asked yourself these questions?

Even more important, when is the last time you asked your clients about who they think you are and what their expectations are? If their expectations don’t tally with what you think you should deliver, there is already a mismatch or, as I like to call it, an opportunity.