How to Craft a Compelling Brand Promise

Your brand has a lot to say to your audience beyond its logo, images and website. 

What makes your brand something your customers can truly trust are the underlying promises you make and keep consistently throughout your marketing and customer interactions. 

Last week on the blog, I introduced the concept of a Brand Promise Statement — a declaration of the value you bring to your customer in every transaction.

A Brand Promise tells what you do, who you do it for, and why you do it better. This statement stays consistent even as your business grows and changes because it is part of your core identity. 

Crafting a compelling Brand Promise is important because your customers want to feel at ease when choosing to work with you. Clients like to know they can count on results, and brands that are clear in what they deliver will remove doubt, build trust, and make their customers feel confident in their decision to hire you. 

If you missed Part One of this series, READ IT HERE.

In this post, I’ll be sharing steps to craft your own brand promise statement. My hope is that you follow this plan to develop a brand promise that has meaning, purpose, and anchors your brand communication strategy.

Craft your brand promise statement

To get started, think about the experience your brand delivers. How can you articulate that unique experience in a crystal-clear, easy-to-understand way? 

1. Consider your customers. Your brand promise is the commitment you make to your audience. It must be credible and believable, so think about who you are serving. 

   What does your audience want from you? Why would they choose your business over the rest?

2. Think about the transformation. Your brand promise is guaranteeing results to your customers, so it must offer a compelling benefit. 

   How do they feel when they work with you? How does their life change after working with you? What result will your client receive?

3. Remember your area of expertise. Your brand promise offers something unique to your audience. It must clearly explain what and why you do it better.  

   What do you do differently than your competitors? What qualities do clients count on you alone to deliver? What is your unique distinction in the marketplace?

4. Keep it short and sweet. Your brand promise should be clear and direct while also inspiring trust and confidence. It must be easy to remember and communicate. 

   What are you known for? What do you stand for? Why do you do this work? What change do you hope to bring to the world?

To get started defining your brand promise, fill in the blanks of these statements:

Option #1 — We promise (desired benefit) for (targeted audience) so that they (end result/transformation).

Example: Mallika Malhotra.Co – Brand clarity that empowers women to take action in their business.

Option #2 — At (brand name), we take you from (pain point/problem) to (benefit) (action verb) you (desired outcome).

Example: At Mallika Malhotra.Co, we take you from overwhelming brand confusion to confident brand clarity, empowering you to take action in your business.

Option #3 — Known throughout (your industry), for delivering (your expertise + desired benefit) to (your targeted audience).

Example: Known throughout the female entrepreneurial community for delivering brand clarity in an empowering, simple and action-oriented manner to women-owned brands and businesses.

Need help deciding which option communicates your brand promise more clearly? Get feedback in the FREE Brand Power Hour Facebook Group!

Take Brand Action

It’s time to shout out your brand story! Now that you’ve crafted your brand promise statement, record a video or write a blog post communicating your unique brand promise. In the video or blog post, answer these questions:

• What do I promise my clients in every interaction?

• What transformation do they achieve after working with me?

• What sets you apart and why should they choose you?

• What do they need to do next to get results and make changes (i.e, CTA)?

Defining your brand promise is one of the most important brand elements you will create for your business. Using the steps in this post, you will be able to develop a brand promise statement that acts as an anchor to your marketing strategy and gives your audience the confidence of knowing exactly what your brand can do for them. 

Grab your newly written brand promise and get ready to feel confident answering the question “what do you do?” 

On April 13th, join me for the next Brand Power Hour where you’ll learn how to position your offer in a highly compelling way. Have ready-to-use messaging for your website & sales pages and we will weave them into an exceptional sales pitch! REGISTER HERE.