What is a brand promise?

Traya ad in Instagram promises me to eradicate my hair fall problem if I take the hair test in the Traya app.

Traya app for long hair

The lady in the ad comes across as a convincing advocater of the brand. She knows her facts and most of them are things customers like me have rearly noticed.

Hair fall is a very common problem but we delay taking medicines or treatment until the hair line has reduced drastically.

Then comes a brand that promises me to solve my problem by just taking a simple test and ordering few products. All sitting at home and shopping like in ecom!

The brand is doing wonders as it has received excellent reviews. It has also started a campaign for pregnant women where hair fall is acute and common.

Now imagine if I buy this product and don't get a satisfactory result even after 3 months?

As a customer I will feel cheated and tricked. The brand will face negative word-of-mouth. Slowly the clicks on the instagram ad will reduce and so will the app downloads.

Can I blame the brand in such a scenario?

Not always. Often the targeting is wrong. Often the customer is not able to correctly define their hair texture. The product might be gender specific while the ad was shown to all.

When the customer's expectation meets the brand promise, we make loyal customers.

Cheers to all the great start-ups!

Brand building was always a team work!

Image courtesy: www.pexels.com