Once you know your value proposition & what differentiates your business from your competition, it’s time to put your words into action by making – and keeping – your brand promise.
“Brands are verbs, what they do matters more than what they say.” -Jack Morton
A Brand is a Promise
Consumers respond really well to brands who are able to reach them at an emotional level. We like brands to stand for something, especially when the things they stand for are the things we, as consumers, care about.
Your brand promise is the commitment that you make to your potential clients. By making a brand promise, you have to understand:
- your value proposition
- what differentiates you from your competition
- your target consumer & their pain points
To create a great brand promise that truly stands for something, you need to describe more than what you do or how you do it, you need to touch on how
a brand promise into a statement that relates to relate to its community, both internally and externally.
By creating a brand
branding expert Nick Westergaard. “At its core, your brand promise should define your entire business and should touch every aspect of your company.”
WHERE (MARKET GEOGRAPHY)
IN AN ERA OF ____________________________
WHEN (UNDERLYING TREND
E.g for Harley Davidson this would be “The only motorcycle manufacturer
“that makes big loud motorcycles”
“for macho guys (and “macho wannabes”)”
“mostly in the United States”
“in an era of decreasing personal freedom”
I personally don’t believe that a formula creates an authentic promise. I believe that it should come naturally and be generated with true intent. If however, you are wanting a little help in this area, this is one of the better formulas that I have come across.
What does your brand promise to do for your customers that differentiates it from anything else out there?
what your customers value, e.g. convenience,
based on your brand promise and your customer’s values, how should this initiative make them feel? What are emotional qualities that your product brings when they buy or use it? (For example, do they want to feel empowered, safe, altruistic, inspired, etc.?)
Next, capture the message that would appeal to your audience for
them to feel invested in this concept. What matters most to them?
Your goal is to figure out how to make your circular initiative feel
relevant in a way that relates their values.
Consider what this circular opportunity or innovation could add back
into the brand promise—what might it refresh, emphasise or add?
Also consider how your promise might play out to other partners or
users in the value chain.
are prioritising the one thing you’re going to commit to, and you create an opportunity to build trust
It’s all about choosing your One Thing
What is the one thing that you will commit to delivering on perfectly every time?
How to choose the right brand promise
It has to matter to your target market.
Your brand promise helps to align you with the target consumers who think the same as you.
Companies that have clearly defined brand promises and values and attributes have strong frameworks for decision making, and using these frameworks helps develop the brand’s strength and worth to the organization.
A brand exists in the minds of consumers. That’s it. Nowhere else. No matter how clever your brand messaging is, it can’t alter the brand. It can only raise awareness or reinforce existing perceptions. If consumers know a brand promise is empty, they’ll just scoff at the disconnect between the message and the actual customer experience.
Scary thought, right?
Your Brand Promise is an extension of your corporate positioning.
“A strong brand promise is one that connects your purpose, your positioning, your strategy, your people and your customer experience.”
It enables you to deliver your brand in a way that connects emotionally with your customers and differentiates your brand.
“The Ultimate Driving Machine” – BMW
“Your package will get there overnight. Guaranteed.” – FedEx
Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”
“More fashion choices that are good for people, the planet and your wallet.” – H&M
Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
Nike: “To bring inspiration and innovation to every athlete in the world.”
Harley Davidson: “We are Harley Davidson.”
A brand promise is an extension of a company’s positioning. If you think of positioning as the fertile ground that allows a brand to germinate, grow and thrive, the brand promise is a brand’s fruit—it’s the tangible benefit that makes a product or service desirable
Close the confidence gap by making a brand promise that you deliver on consistently
The best brands deliver on that brand promise in every customer interaction
“Create your brand promise. Make it short, concise, easy to memorise and be reflective of what your company is about”
“To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”
What is your Core Brand Promise?
How will you deliver on your Brand Promise?
Check your Brand Promise
- Is it focused on your target customers?
- Is it meaningful to your target market?
- Does it differentiate you from your competitors?
- Is it simple and easy to understand?
- Is it memorable and inspiring?
- Does it apply to all areas of your business?
- Is it believable?
- Can you consistently deliver on it?
- Does it communicate a clear picture in your mind?