Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile.world.

Welcome back to the Agile World Podcast.

In the last couple of episodes I've talked about why we brand and some of the benefits of creating

a strong brand.

First I talked about how it helps differentiate an organization.

In the last episode I talked about how creating a great brand

can create value in and of itself.

In this episode I'm going to talk about how creating a great brand

also sets customer expectations.

It's important that not only you create a great brand that helps solve your customers challenges,

but that when they see you, when they hear you for the first time or even after

after knowing you for a while, that they have a clear set of what they're going to get,

maybe what they're not going to get, that there's a clear set of expectations

that they will have from you. To go back to the McDonald's example that I

used in the last episode, when you're driving down the highway and

see the golden arches you know that you're going to get fast food if you stop

there you're not going to get a five star meal. It's important

that a company like that sets that expectation where if someone was expecting

more than what was going to be delivered, they'd be disappointed. But to get something for it to be

disappointed, but to get something for it to be delivered in the time at the price in the

place that they're expecting actually means a satisfied customer. Think about that

...