把品牌定位说成客户体验
What brand promise fits these customers, and how can we make it concrete?
一家茶公司希望给第一次买茶的办公室客户留下“选择容易、不用懂术语”的印象。团队需把这个想法落实到产品介绍。
1 · 先听见真实对话
Colleague: What experience do we want customers to have?
You: We want customers to choose tea without confusion.
Colleague: Why should our information be simple?
You: Many office buyers do not know specialist tea terms.
Colleague: What should our brand promise be?
You: Our brand promise should focus on clear choices and useful guidance.
2 · 理解表达在这里做了什么
brand promise
what customers should be able to expect from us
Our brand promise is simple, clear tea choices.
promise 必须能由产品和服务支持，不能只停留在口号。tone of voice
the way the brand speaks to people
Our tone of voice is friendly and clear.
语气一致不表示每次用同一句话；道歉与介绍可有不同重点。brand consistency
a similar experience across different places
Matching product names support brand consistency.
一致性包括信息与服务，不只是颜色和标志相同。3 · 跟读后，换成自己的信息
We want customers to choose tea without confusion.
希望客户选茶时不困惑。
Many office buyers do not know specialist tea terms.
很多办公室采购者不熟悉茶的专业词。
Our brand promise should focus on clear choices and useful guidance.
品牌承诺应聚焦清楚的选择和实用指引。
We can describe taste and serving needs in everyday words.
可以用常用词说明口味和饮用需要。
保留沟通意图，换掉人物、文件或时间。简单而准确的句子同样有效。
4 · 接住对方的话
What experience do we want customers to have?
希望客户选茶时不困惑。
查看一种可行回答
We want customers to choose tea without confusion.
Why should our information be simple?
很多办公室采购者不熟悉茶的专业词。
查看一种可行回答
Many office buyers do not know specialist tea terms.
What should our brand promise be?
品牌承诺应聚焦清楚的选择和实用指引。
查看一种可行回答
Our brand promise should focus on clear choices and useful guidance.
5 · 换一个情境，再试一次
What if a specialist term is necessary?
What if a specialist term is necessary?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · 明天不看答案，再想一次
What experience do we want customers to have?