Discovering Your Brand Promise

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M_Synk_WebRez 2Michael Synk is the owner and execution coach for In-Synk. He is also a Senior Certified Gazelles Coach with over 14 years of coaching experience. Michael and I talk today about brand promises, how to improve on them, and take on two client case studies to boot. Let’s dive right in.

Uniform Masters Case Study

Michael has been coaching Uniform Masters for the last year and a half.  Two months ago he and his client began to look more closely and work with brand promise. It has taken them quite some time to figure out the market and their core strengths.

The company itself has been around for seven years but they’ve too shy in telling their company story. They were struggling to come up with a brand promise that really reflected what they do best.

Normally to achieve brand promise, you first look into the customer data and the first-hand customer experience. However, Michael began by digging into the customer experience from an operations point of view. By helping them highlight the company’s key strengths, it opened up a compelling brand promise. 

They discovered that competitors were having a difficult time keeping up with the quality of service Uniform Masters offered. Once equipped with this data, he took it to a marketing firm to help spin it in a customer friendly way.

Food Co-op Start-up Case Study

The second company Michael is working with is a food co-op startup. They are currently in their second year and are working with 16 farmers. The farmers focus on raising grass-fed meat and the co-op handles the processing and the sale of that meat.

The client believed that their customers bought from them because they wanted to support local farmers and framed their marketing message around that belief. Michael wanted to put this to the test and so he asked 10 of their best customers why they chose to buy from this co-op.

The results? They were completely different than what the client originally thought, but you’ll have to listen to the interview to discover what that is! Don’t miss this portion of the interview as it is filled with great insights on how to leverage a company’s strengths and advertise them to the market.


Interview Links:


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Scaling Up is the best-selling book, by Verne Harnish and the team at Gazelles, on how the fastest growing companies succeed where so many others fail. My name is Bill Gallagher with Humanisteq Coaching and I’m one of the Gazelles business coaches. We help leadership teams to get the 4 Decisions around People, Strategy, Execution, and Cash right so that they can Scale Up successfully and beat the odds of business growth success. Our 4 Decisions are all part of the Rockefeller Habits 2.0 (from the original best-selling business book, Mastering the Rockefeller Habits).