Safety as Your Brand Promise
A brand is a promise to deliver something, over and over again. That’s it. Brands can be and are people or companies which offer products or services to an audience.
Today, I believe that brands have the opportunity to offer safety to people. With so much uncertainty and so much change fueled by our political climate in the United States, we need to know that we are safe.
So, if you are thinking about what value you or your company can offer, consider physical, emotional and psychological safety as core offerings through your products & services.
How can you make your customers feel safe, secure and assured that they and it will all be ok? I can almost guarantee that if you work on your product, deliver on your brand promise consistently over and over again, and assure them that with you as their brand partner, all will be well, you and your brand will resonate.
Note that safety can come in the form of making people laugh, bringing them pleasure or joy, or providing a destination as I attempt to do with Freedom at The Mat classes.
Allay your customers fears, show them you care, be empathetic. Show up.
Olivia is a C-Suite Marketing Exec, Author of 51 Brand Marketing Tips for Creators & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led marketing at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.
