Brand Promise
Brand Promise is simply your brand’s commitment to your customers about the overall experience they will receive from your brand.
Simply, What’s in it for your customer?
Make a promise to your customers or be at the mercy of their expectations.
If you do not clearly communicate your promise to your customers, they will make their own expectations.
Keeping your promise is the key to gain brand trust.
Did we meet our customers expectations?
How do you know what your customers’ expectations are?
Instead of guessing the expectations of each and every customer, simply give your customers an expectation you can promise they will experience from your brand.
You can do this by making a promise to your customers.
Brand Promise -> Customer Expectations -> Brand Experience
What commitment can your brand make to your customers that it can keep consistently?
A good brand promise is the connection between clients and the brand’s mission.
When your brand makes a promise, you set the expectations for your customers
Trust is gained if your brand meets its customers expectations.
You have happy customers if your brand exceeds their expectations.
Your brand is reliable if it continually exceeds your customers/employees expectations.
Your customers love your brand if it enhances their life.
Your customers are loyal to your brand if it continually enhances their life.
Credibility – Your customers/employees will perceive your brand to be credible when it has enough power of inspiring belief.
Reliability – Your customers/employees find security in knowing they can rely on your brand for a specific outcome.
Authenticity – Your customers/employees are attracted to a brand that is genuine and real.
Intention – Your intention is the most important in the equation. When you have your customers/employees at heart, they can feel it and it will make up for any lack of the 3 other variables
Brand Promise Examples
BrandPlan promises to transform any business into a meaningful brand.
Disney’s promise is to create happiness through magical experiences.
The Coca-Cola Company promises to refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference.
McDonalds promises an inexpensive, familiar, and consistent meal delivered quickly in a clean environment.
Google promises to organize the world’s information and make it universally accessible and useful.
Amazon promises to deliver the broadest selection of products and services at the lowest prices with minimal hassle.
Create a Powerful Promise
A bold promise reinforces your brand’s position and earns credibility, trust, and loyalty.
We Promise…
Create your promise in your BrandPlan.
