A brand promise is: “This is what we will provide to you.” Fairly simple, right? Well, maybe.
A brand promise is what sets you apart from the competition! The idea of a brand ranges far beyond just your company logo. From your business’ core values, to every communication you have with your customers and suppliers.
In actuality, your brand builds and maintains your reputation and therefore reveals your customers’ experience with your organization.
So, what is a unique brand promise? It is what you promise people they will receive when they do business with you…what are you giving them as far as product, service and customer experience.
It’s what makes you different in the marketplace that matters to your customers. A true Brand Promise will help you win more authentic customers and keep the ones you already have.
A persuasive brand promise is vital for creating a powerful marketing and sales plan. In fact, this is one of the most misunderstood, unappreciated, and neglected parts of the marketing process.
Establish your brand promise, communicate it well and then keep that promise to clients and customers consistently and, when your actions authentically reflect your core promise, you know you are on-track.
Take a look at a few brand promises from some of the most successful companies… a winning brand is a lot more than a logo, icon or memorable slogan.
- Geico: “15 minutes or less can save you 15% or more on car insurance.”
- Apple: “Think different.”
- Walmart: “Save money. Live better.”
- Coca-Cola: “To inspire moments of optimism and uplift.”
- Snapple: “Made From The Best Stuff On Earth”
- Home Depot: “You Can Do It. We Can Help”
Keep in mind, you need to make a commitment to your customers, and if you don’t deliver, you’ll lose them.
Furthermore, don’t let your employees be an obstacle to consistently not delivering on those promises. They are the ones who interact with your customers day-to-day and they are the ones who make the most persuasive and long-lasting impression. Make sure your employees know what your company is promising!
Your brand is what you are really selling to your customers, not just a product or service for which there may already be many existing providers. A strong brand can make any business stand out from the crowd, particularly in competitive markets.
Your consumer cannot be misled for long, brands are not built through stunts or dishonesty. Great companies build great brands by appreciating their customers and wanting to make their lives better in some way.
A powerful brand is actually priceless. If you don’t have a brand promise, you should!
In the end, it comes down to one simple equation: Brand Value = the value of promises kept.
So…how is your brand doing?
[themecolor]Dave Baney is the founder and CEO of 55 Questions, LLC. We work with successful top executives with a driving ambition to crush their competition. We help CEOs and Entrepreneurs improve alignment, communication and accountability throughout their organization. [/themecolor]www.55Questions.com
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