The Importance of Consistency in Maintaining Your Brand Promise

My friends know one of my happiest places is a supermarket. From small I so! I think it's the fascination of being in ONE place with thousands of things from all around the globe. Never before in history have humans had this level of luxury.

So yesterday when I ran into some of the merchandising team from Bryden pi at Massy Stores Trinidad I had to stop and engage.

Cafe Barista's Minions Hot Chocolate

There was a BIG promotion recently that offered the grand prize of a trip to Columbia. I had entered - several of my friends did and for months .. crickets. We never saw an announcement of a winner. Maybe it passed as a transient Story but it certainly wasn't on their website or socials for the coffee brand. And some of my friends were UPSET.

So many people would say - so what - it's just a competition. It isn't. This breaks a promise to the consumer. And a brand is nothing more and nothing less than just that - a promise.

So I went up the merchandising team and let them know how many people I personally knew were looking out for that competition announcement.

To my surprise, right then and there - they got on the phone and started making calls. And they promised to fix it and make a point of ensuring it didn't happen that way again. And we stayed and had a lil panchayat about marketing, branding, and my love of caramel flavored coffee. They could have just as easily disregarded me - rushing through the aisles as an unimportant statistic with an opinion but their fast response to a consumer concern and their passion for their products tells me way more about what they represent than anyone Tik-Tokking influenzer (influencer) can.

Kudos to the merchandising team at their excitement on meeting a customer and taking the time to talk with that customer. That's where the real data is - in the stories and in the aisles. I'll be sharing more on the power of simply standing where you brand meets customers soon. Tilll then, check out the Cafe Barista competition in stores and for the kids and choco-lovers, there's a new Minions-brand hot chocolate 🍫☕. And remember that every touch point with your customer can make or break your brand - and should be treated as such.

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Kieran Khan is an agency founder, 12 year marketer and content creator with a speciality in digital brand strategy and copywriting. He is based in the Caribbean.