A brand’s promise is a declaration of assurance.
Brands must make steadfast promises to build their community, tell their story, and differentiate themselves from the competition. When I’m asked to explain what a brand is, I use the word promise to help make it clear.
It is easiest to understand what a brand is all about when you see it through the lens of a brand promise.
Brands are built on their commitment to their audience to help consumers or business achieve their goals. Whether the promise is stated on inferred, brands are built on their commitment to their audience.
Three Enduring Brand Promises
Geico has catapulted itself into the top insurance company through a simple, measurable promise – “15 minutes or less can save you 15% or more on car insurance.” It is specific, ownable, and distinctive. Through repetition in their communications, you know who they are and what they are committing to you.
Nike: “To bring inspiration and innovation to every athlete in the world.” Their promise is more significant than sneakers and apparel. It is aspirational and emotionally engaging. Put on something they make, and the promise is a shift and change in how you feel about yourself as an athlete – and everyone is an athlete.
Starbucks: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” As a lifestyle brand, they are more than a great cup of coffee. Starbucks’ original inspiration was that Starbucks would be a “third place” between home and work.
How to Create an Enduring Brand Promise
- Promises are measurable FedEx started by committing to getting you your package by 10:30 the following day.
- Promises must matter to customers and bring meaning. Amazon’s commitment to the consumer’s convenience is legendary. Click on order, and you expect that it will be on your doorstep almost immediately.
- Promises shock you by doing way more than you expected. How can you get the consumer or business to go – Wow, I didn’t expect that kind of commitment or guarantee.
- Promises must be simple, or they will never be adequate. Think of a tagline that captures your mission.
- Promises must be credible. Ford’s Quality is Job #1 lost its credibility with recall after recall. Consumer’s experience is the ‘acid test’ whether it is believable.
- Promises must be memorable. If I can’t recall it, it won’t matter what your promise is today.
- Promises should be inspiring. You’ll be trying to get me to act, to buy, and to engage. It helps if your promise delivers an uplifting message
A brand promise is what you will do for someone. It is that simple – yet it also is challenging to create one that not only resonates with your audience but can be a filter by which all activities flow.
Brands are evaluated for being able to deliver on their promise. Your brand must align around your promise, follow through on your commitment, and carefully set expectations. If you promise to be earth-shattering and revolutionary – you’ll disappoint customers when their expectations are met.
Figure out what would WOW, AMAZE, AND STUN your customers and then, make a promise to deliver on that commitment.
Need help articulating your brand’s promise?
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Kristian Egelund on Unsplash
