Brand Delivery

The proof of the pudding is in the eating. While the brand promise paints a picture of what people will experience, brand delivery is the experience.

It is the moment of truth. Brand delivery takes place in a multitude of touchpoints of the organization with the stakeholders. Your friendly or not so friendly help desk employee, your invoicing policy; your VP that has too much to drink, yet handing his business card in a bar, long after office hours; the stories people tell about their experiences with your brand; your product performance, your service, your warranty, etc etc.

Brand delivery is everywhere, you cannot run and you cannot hide. You can only try to get it right, because brand delivery is the major contributor to your brand image.