This morning we welcomed Nick Hall from Hall Associates (twitter alias @nickpicking and @hallassociates) as the speaker for our November Breakfast Club, “Delivering on Your Brand Promise.”

So what is a brand promise? Well, it’s not your company’s mission or vision; it’s the pledge you make to your customers, via the organization and team, guaranteeing their needs will be met by using your product or service. It’s the human side of business, taking into account customers’ feelings rather than simply making a profit off of them.

Using two friends as an example, let’s call them Rick and Dustin, Nick broke down what makes for a good brand promise. Avid vegetarians, Rick and Dustin would regularly visit a pizza place, knowing they’d get great service and food that was tailored to their diet. One evening, after picking up their order, Rick and Dustin discovered their panzerottis had meat in them – something that was specifically requested removed when ordered. Deciding to brush off the mistake, Rick and Dustin went back the next night and placed the same order. To their disappointment, it happened again. More meat! Not only was their time and money wasted, but the experience left enough of an impression that they won’t go back to the restaurant.

In essence, the pizza place didn’t follow Nick’s mantra of P.D.D. – promise, deliver and delight. Businesses need to guarantee that their customers get what they need, follow through on company promises and ensure that with the end result, the customer walks away happy.

Too many companies focus on the actual sale of their product or service (which, don’t get me wrong, is necessary too), but don’t give enough thought to how the customer feels about dealing with the business itself. After all, isn’t it said that word of mouth is the best form of advertising? No one makes a sale from having their business bad-mouthed.

Take a minute and assess: is your company P.D.D.’ing?

Check out David Canton’s blog (Brand Promise – it’s not a bag of hair) for another take on Nick’s presentation.