Your promises are critical success factor 

In his book Brand Warfare, former John Hancock CEO David D’Allessandro says:  “A brand is a promise.”  A certain quality.  A certain consistency.  A certain level of trustworthiness.  A certain experience.  Everything an agency does has to live up to this promise. 

Here are some questions to explore at your agency. 

. What does our customer have a right to expect? 

. How can we exceed customer expectations? 

. How do we lead?  Customers want us to encourage them to do the right thing.  How do we deliver on this expectation? 

. How are we different?  What is our Unique Buying Proposition?  (UBP)? 

. How are we communicating our brand promise to customers?  To prospective customers? 

. Do we have business processes in place to build our agency brand?  Are we putting these processes into action every day? 

. Do our CSRs and producers know what our brand is all about?  Are they trained and empowered to meet our promises with every customer and prospect? 

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