Brand Promise - "Three key elements to a killer brand promise"

by: Braidyn Browning

Whether you’ve thought about it or not, every successful brand you know and love has a brand promise. A brand promise is THE key element in determining a brand’s success. If a brand does not deliver on their promise or if the promise is too ambiguous, it can mean certain failure of successful marketing.

A brand promise should be no longer than one or two sentences and quickly cut to the core of the company.

In order to guide you in creating your own brand promise, we’ve outlined the top 3 elements to make it killer.

  1. Originality, my man.
Your brand promise needs to be a damn unicorn - shiny, silver and unlike anything anyone has seen before. Focus on something that gets your audience thinking but also makes it very clear what your brand aims to deliver. Take time to consider what your brand offers that no one else does. What makes you different and/or better than the rest? Consider how your company can provide a promise that is both unique and memorable.

Some of our favorite unicorn-esq promises are:
BMW: “The Ultimate Driving Machine”

L.L. Bean “The outside is inside everything we make.”

2. “Now…. let me be clear”

As we stated before, clarity is key. Confusion is one of the biggest issues with brand identities worldwide. Customer’s want to know exactly what they are getting and what they can expect from you. The majority of your thought behind your brand promise should be focused on the clarity and concise wording of your statement. Don’t waste a single syllable.

3. Follow through

There’s nothing like a broken promise to inflict serious credibility issues. Your brand promise should be inspiring and slightly ambitious but something that you feel comfortable about being able to achieve. The power of word of mouth in marketing is not to be underestimated. A happy customer may leave you a google review (if you’re lucky). A pissed off customer will tell everyone they know. Be wary and be sure to deliver on your promise.

Some of the best examples of brand authority and follow through can be found in customer service related brands:

Amazon: “Deliver the broadest selection of products and services at the lowest prices with minimal hassle.”

Amazon is a brand completely at the mercy of customer feedback. As such, enforcing the elements of their promise is key. They have really stepped up their customer service over the years to ensure this promise is kept. They also offer competitive market pricing for items sitewide.

Marriott: “Quiet luxury. Crafted experiences. Intuitive service.”
Marriott’s brand promise delivers the idea that no matter where you are staying with them (New York, San Francisco, Texas, etc.) your experience and service will be the same.
When your brand is not necessarily directly customer service related, it can be tricky to formulate a promise that is easily kept. Take time to consider what your capabilities are and what you can do to improve your follow through over time.

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