The brand promise of the Skye brand is to always build positive association with customers. when the banks YES campaign kicked off years back,the bank positioned itself as a worthy friend to customers. I remember vividly the radio commercials “I wish I had a friend saying YES to my dreams”.The campaign exemplified the values of the bank as a true and dependable ally for customers.
I was at the Ikeja Plaza branch of the Skye Bank several weeks back. It was a transaction that required one paying huge interests as i needed to sort something out urgently.The paper work would have scuttled our plans as it was too late. I was pleasantly surprised when the BDM, one William Odigie intervened and sourced the money for my company to hold the event. That day, the man never knew the huge capital he added to the brand’s image. The Skye Bank actually said YES to my dream that day as what looked like a brick wall thinned out within seconds. The Skye brand and its Manager projected the brand values and created an enduring touchpoint that remains indelible.A friend also shared his memorable experiences whenever he uses the Skye Bank VIP lounge at the Airport whenever he travels to visit his family in Canada.
It is required of any brand to live up to its promise and meet consumers’expectation. Consumers seek out brands that keep their promise. Brands should create experiences and opportunities for consumers to be emotionally attached with the brand. This happens only when brands consistently meet consumers’expectation and ultimately living up to the brand promise.
Brands have remarkable ways impact the way consumers view their services. The service or products are seen together with the brand as this focuses on perception. Perception matters most and how consumers perceive the brand is important than what the brand claims to be.My perception at that point in time reinforced my belief in the Skye brand.
The brand has power to shape perception. This is because brands function like prisms. How consumers perceive the brand is shaped both by the actual product, features as well as the brand attributes.
Consumers also utilise their established parameters to measure the extent to which a brand lives up to its promise. Consumers’ expectations are also informed by the experience with the brand. Consumers compare the patronage of a brand in line with their expectations.
When consumer experiences exceed expectations, consumers are delighted. This is why positioning is a crucial issue for every brand. It is expected of brands to maintain consistent positioning while coping with challenges in the market place.
A brand should always strive to live up to its promise and preserve the brand’s core essence. My personal experience of the Skye Bank brand is one that has been etched in my memory. I believe that is the brand is that friend that I need according that creates an enduring touch point for me.
The brand promise captures the essence of a brand. A brand must ensure that it substantiate every claim. Not only should such claim be substantiated but also be consistent at every point in time.
A brand is also expected to be a trend setter and not following trends in order to differentiate its identity. This becomes very important because occurrences force some brands to embrace the bandwagon effect which may be injurious to their image.
The reputation of any brand that fails to live up to its promise is at stake and this automatically leads to revolt by the consumers. Consumers are also emotionally involved with any brands that deliver on promise. When consumers are emotionally involved with a brand, that brand has reached an important point of success. Emotional involvement leads to brand loyalty and advocacy on the part of the consumers for the brand. A brand attracts all these and more when it fulfill its “vows” to the consumers.
Ayopo, a communication strategist and public relations specialist, is the CEO of Shortlist Ltd. Email: shortlistspecialists@gmail.com
