But if you claim something, you don’t necessarily think the customer will believe you, but you’re giving them a lens to evaluate your brand with a critical eye.
It is then your job to prove that claim true. I mentioned earlier that online reviews are one form of evidence. The other is your brand’s customer experience.
For example, because United Airlines claims to be “the friendly skies,” their customers will be on the lookout to see if they’re doing anything particularly friendly. If a customer flies with United and doesn’t see or experience them doing anything to back up that claim, it only sows seeds of distrust.
When United famously dragged a customer off a plane back in 2017, the accompanying video resulted in a huge backlash which was only magnified by their prior claim of being friendly.
In contrast, customers who have flown Southwest Airlines will very often rate it higher on the friendliness scale than United even though Southwest has never promised or even claimed friendliness because they provide a friendly experience; today, that has more impact.
Proving your claim through your customer experience also results in better customer reviews, so by achieving that goal, you get a double benefit. And if you have previously made a claim to the same effect, customers will notice that aspect of the experience even more, magnifying the benefit further.
This is the formula for marketing today:
Brand Claim + Customer Experience + Customer Reviews
Traditional marketing was great in its time, but now that technology has made everything more accessible and changed how business is done, how you market your products and services also has to change to remain relevant to your customers.