Your clients are longing for authenticity. In the past, businesses could focus on how their products lived up to their promises, but in today’s world, the customer longs for genuineness that goes beyond surface level. They want to know what value your brand brings consistently across all touchpoints.
In this blog post, I want to introduce you to a brand-building element that is vital to the success of your business — BRAND PROMISE.
A brand promise is not simply your tagline, your about me info, your mission statement or your sales copy. Instead, it is a brand statement that tells customers exactly what to expect when they work with you every single time.
What value does your customer get after working with you?
Think about the experience you deliver. The answer should be something you can articulate in a crystal-clear way, so you can share it with confidence.
Not there yet? Don’t worry! Often, business owners haven’t really thought about their brand promise.
If your brand is suffering from common symptoms of an unclear brand promise — symptoms like a confusing message and chaotic marketing — that’s what this 2-part blog post series is all about.
What is the definition of a brand promise?
A brand promise is a declaration of the value and experience you deliver to your customer in every translation and interaction. It states what you do, who you do it for, and why you do it better.
A brand promise is a way for customers to hold you accountable to the standard that sets you apart. It is a statement that stays consistent despite business growth and change.
So get your wheels turning, think about the one main thing that you promise your clients at every touch point.
What results and transformation can your client expect from you?
Why is a brand promise important?
The Brand Promise is all about clarity and managing expectations.
Brands that are clear in what they deliver with their products, services, and customer experience will remove uncertainty, build trust, and improve the quality of the relationship.
Why is this important? Well, customers like reliable results. It makes them feel at ease and creates a positive impression in their mind.
Once you identify the brand promise, it becomes central to all of your other brand-related messages including your elevator pitch, your positioning statement, and your sales copy. Your overall message becomes even stronger and more integrated.
What are the risks of an undeveloped brand promise?
If your clients are confused about your promise, you won’t be able to build trust, and this can damage the reputation of your brand. You’ll flub your words, confuse your buyers, and possibly lose the sale.
On the other hand, if you can articulate a clear promise with certainty and deliver on it consistently, you’ll build a powerful brand that gets noticed, gets recognized, gets leads and gets booked.
Brand Promise Examples:
Here are a few companies that articulate their brand promises well. Use these for inspiration!
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Apple – Think Different.
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Geico – 15 Minutes Or Less Can Save You 15% Or More On Car Insurance.
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M&Ms – Melts in your mouth, not in your hands.
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Revlon – Feel like a woman.
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Planet Fitness – The Judgment Free Zone.
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Mallika Malhotra.Co – Brand clarity that empowers women to take action in their business.
Next week on the blog, I’ll be sharing steps to craft your own brand promise statement. By the end of this 2-part series, my hope is that you develop a brand promise statement that has meaning, purpose, and acts as an anchor to your brand communication strategy.
Need a cheatsheet to brand clarity? Download my FREE Ready, Set, Brand tool and gain clarity around the key brand foundational elements like your mission, vision and positioning statement.