When most people think of branding essentials what comes to mind are logos, taglines and packaging. But what about your brand promise? You might even be asking, what is a brand promise? A brand promise is a commitment to customers outlining the value and experience they can expect from a brand’s products or services. In a competitive global market, a clear brand promise is what helps to set you apart from competitors and resonate with customers, building trust, loyalty and brand equity. In this article, we’ll explain the format, structure and elements of a brand promise, give real-world examples and offer a step-by-step guide to creating an effective brand promise so customers know exactly what you offer.
Key takeaways
- A brand promise is a clear, concise statement that defines what a brand stands for and the experience customers can expect. It’s a commitment to customers that shapes their perception and builds trust.
- Internally, a brand promise serves as a guiding principle, helping teams align on values and decisions. Externally, it sets customer expectations and drives brand loyalty. Consistently delivering on your promise builds a reliable and trustworthy reputation.
- In a crowded market, a strong brand promise tells customers what sets you apart from your competitors. This is your opportunity to communicate to audiences from the get-go exactly what you stand for and what makes you different in a way that’s memorable, unique and inspiring.
- A brand promise is crucial for any business because it guides all individual branding elements, ensuring they are coherent and consistent, aligning every aspect of the business with its values.
What is a brand promise?
Put simply, a brand promise is a clear, concise statement that defines what a brand stands for and what its customers can expect from it. It’s a message that communicates the value of a product or service, the experience it provides and the emotions attached to it, setting expectations and defining how customers perceive a business.
But most importantly, a brand promise is a genuine commitment or pledge to customers, from the loyal to the potential. Consider it as the backbone of your entire business and brand identity, serving as a touchstone for your values and goals. An effective brand promise defines the company’s vision and values in a simple way that resonates with its audience and comes to mind as soon as someone mentions the brand or its offerings.
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The brand promise works both internally and externally, because if you claim to stand for something, then everything you do should be in service of delivering on that promise. For example, if a brand promises to provide excellent customer service, the customer has a certain expectation and the company is accountable for consistently delivering on this experience in order to build trust and loyalty.
Internally, the brand promise informs decision-making. Whenever facing a choice, employees on all levels can refer back to the brand promise to see if the potential action matches the values it pledges. Externally, a brand promise builds relationships with existing customers and attracts new ones. It sets standards and establishes a level of trust, but only if the company consistently delivers on its promises, satisfying customer expectations.
Elements of a brand promise
When crafting a powerful brand promise, make it “MUSIC” to your customers’ ears: memorable, unique, simple, inspiring and credible. To reach the maximum potential of your brand promise, consider:
- Uniqueness: Your promise is the soul of your business, so it should stand out from your competitors.
- Clarity: Leave no room for interpretation. Your target audience should understand exactly what you’re promising in one or two clear, concise sentences.
- Relevance: Get to know your customers. Make sure your promise aligns with their wants and needs.
- Confidence: A brand promise should be aspirational and inspire confidence in customers. Tell them why they should choose you.
- Achievability: Don’t promise something you can’t deliver. Your word is everything so be realistic.
- Inclusivity: The more people your brand promise speaks to, the wider your appeal.
- Resonance: A strong commitment resonates on a deeper emotional level. Get your audience invested by establishing an emotional connection.
What is a brand promise example?
A real-world example of these principles at play is Dove. The personal care brand commits to empowering all women to develop a positive relationship with the way they look, choose their own version of beauty, raise their self-esteem and realize their full potential. This has led to the creation of The Dove Self-Esteem Project, while its marketing campaigns include models of all shapes and sizes — a contrast to the industry’s unrealistic beauty standards. This challenge to the status quo creates an intense emotional reaction and a sense of community among customers that in turn leads to loyalty.
Source: Employees in branded T-shirts via VistaPrint
What is IKEA’s brand promise?
“To create a better everyday life for the many people.” Being affordable and accessible with “prices so low that as many people as possible will be able to afford them” is at the center of IKEA’s commitment. This statement works on different levels, going beyond home furnishing and touching on the company’s sustainability efforts.
What is Nike’s brand promise?
“To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete” is another great example of an inclusionary brand message that works for a wide audience.
What is Airbnb’s brand promise?
“Belong anywhere.” Airbnb promises that travelers can find community and a sense of belonging wherever they are in the world, communicating that they are about more than just accommodation. This brand promise appeals to basic human emotions, resonating with all kinds of people.
Source: Loyal customers with promotional products via VistaPrint
Why is a brand promise important?
Here’s why creating an effective brand promise is so important for your business.
Sets the stage and expectations
Your brand promise will define how customers perceive your business. In a crowded market, a strong brand promise tells customers what they can expect from your products or services and what sets you apart from your competitors. This is your opportunity to communicate to audiences from the get-go exactly what you stand for and what makes you different in a way that’s unique, inspiring and memorable.
Builds brand consistency and guides decisions
A clear brand promise helps to create a distinct and cohesive brand identity, building brand consistency across marketing and branding efforts. Also, keeping your brand promise at the forefront of decision-making ensures that every aspect of the business is aligned with your values.
Establishes a reliable and trustworthy reputation
If you build a credible promise that you consistently deliver on, new and existing customers will choose you over the competition because they will see you as a reliable brand they can trust. This creates a sense of security and confidence, strengthening your brand reputation.
Increases brand and customer loyalty
The more customers can trust you to deliver on your promise, the more loyal they will be. If they feel connected to your brand, the more likely they are to pass that positive experience on to friends and family. A strong brand promise leads to repeat customers, brand advocates and word-of-mouth referrals, contributing to the long-term success and profitability of your business.
Source: Loyal customers wearing branded T-shirts via VistaPrint
Cultivates relationships and long-term success
An increased customer base translates to business growth and increased revenue. If you can effectively communicate a brand message that inspires a worldwide audience, you will have a significant advantage in the competitive global market. The more people believe in your promise and the more expectations you meet, the higher your profit margins will be.
How to create, implement and maintain a brand promise
How to write a brand promise
As you analyze successful brand promises, you’ll begin to notice what they have in common. A brand promise should be one or two sentences and can be reduced to the simple formula: What you do for whom. Define the following to create a strong brand commitment.
- Who are you? Introduce your brand, its values and identity. What do you stand for? What is your vision?
- What is your benefit? Outline how customers can benefit from your products or services. Be specific and think outside the box.
- Who are you talking to? Identify your target audience and take steps to understand them. What do they value? How do these values align with yours?
- What makes you special? Specify what separates your brand from the competition. What is your USP?
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Brand promise templates
“We at [brand name] deliver [product] for [target audience] to [benefit/what makes you unique].”
“Our purpose is to [benefit] for [target audience] by [USP].”
Try this out and play around with it. Start with broader definitions then gradually break it down to what lies at the core of your business.
Where to implement your brand promise
After you’ve crafted your brand promise, it’s time to get the message out there. Apply it strategically across the following.
- Your website: Feature your brand promise prominently, but don’t be too upfront. You can use it in product descriptions or on the About Us page. Make it appear natural, but unmissable.
- External marketing: Include your brand promise in newsletters, advertising campaigns and social media posts. Let the world know. Speak the same language on all channels.
- Internal communication: Remind your team members regularly what your brand stands for. They are your mouth to the outside and should align with your commitment.
- PR and comms: Whenever talking to a news or media outlet, make sure your brand promise is articulated clearly.
Source: Branded products on a website via VistaPrint
How to maintain a strong brand promise
- Be consistent. Your brand promise should be communicated consistently across all channels, building recognition and trust.
- Ensure positive customer experiences. Every interaction between customers and your brand is another building block in the delivery of your promise. Ensure positive experiences throughout delivery, support and maintenance.
- Be flexible. Although the core of your brand promise should be consistent and unwavering, be prepared to adapt to the ever-evolving market. Keep up with current trends, preferences and social moods to stay relevant and relatable.
- Stay grounded in reality. Although a brand promise should be aspirational, don’t commit to something that’s unachievable. A brand promise is a contract with your customers, who should and will hold you accountable for what you have promised them.
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A thought-out and clearly defined brand promise is a vital component of business success, shaping your brand identity, enhancing your reputation and informing your decisions and strategies. As you work on creating a brand promise, remember that the key is to consistently deliver on your commitments, building trust and loyalty. If you continue to deliver on your promise, satisfied customers will become brand ambassadors, spreading the word through mouth-by-mouth referrals, helping to give your business an edge over its competitors. Don’t forget to keep reflecting on and updating your brand promise to ensure it still meets and even exceeds customer expectations.
Brand promise FAQs
How to determine your brand promise?
First and foremost, decide what your business stands for and who it serves. What are your values and how do they align with those of your target audience? Establish how customers can benefit from your products or services and what separates you from the competition.
How to evaluate whether a brand promise is effective?
To evaluate the effectiveness of your brand promise, track customer feedback, satisfaction surveys and net promoter scores (NPS). Look for patterns in customer loyalty and find out whether customers feel the promise is consistently met. Finally, monitor brand perception and competitive performance over time.
Can a brand promise be communicated visually?
Yes, your brand promise can be communicated visually through design elements like logos, imagery and even color schemes. Visual cues can reinforce your brand message and help create an immediate emotional connection with your audience. For example, a brand focused on sustainability might use earthy tones and nature-based imagery to visually communicate its commitment.
What if your brand can’t deliver on its promise?
If you find yourself unable to deliver on your brand promise due to external circumstances like supply chain issues, it’s important to be transparent and proactive. Communicate with your customers openly, apologize and take action to regain their trust. Showing a commitment to making it right can strengthen customer loyalty in the long run.
