If purpose is the difference that a brand promises to make to people’s lives, then delivery is how well the brand fulfills that promise. How good is the actual brand experience? Good delivery is critical to a brand’s long-term success, because meaning originates from the brand experience. Ensuring that the brand’s meaningful difference is inherent across all touch points is key to good delivery. The way the brand presents itself to the target audience may shape that experience, but it won’t make a bad experience into a good one. If there are weaknesses in the brand experience, then you need to identify them and address them immediately. Strong brands might be forgiven a bad experience, but they cannot count on it.
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