Most organizations strive to ingrain in their employees a set of organizational values—behaviors and attitudes—that are the guiding principles for all employee actions. These values are often expressed as brand promises—statements about what an organization is, what it stands for, and what it will deliver to its customers. Brand promises can be implied as well as expressed if customers are used to a particular level of service based on their previous interactions with the company. They work best when they are realistic and actionable, targeted to the organization’s customer base and clearly linked to every customer interaction across the organization.
In this article, we’ll look at different ways to keep your brand promises, even during times of organizational change.