Brand Promise
Introduction
Brand Promise is the value or experience that customers can expect to receive every single time they interact with your company. It's not just a slogan or a tagline; it's the heart and soul of your brand. Having a clear and compelling brand promise is essential as it sets you apart from your competition, attracts your ideal clients, and fosters customer loyalty.
Examples of Powerful Brand Promises
Consider renowned brands like Apple and Starbucks. Apple's brand promise revolves around innovation and sleek design, while Starbucks promises a consistent, community-oriented coffee experience. These brand promises are not just words but are reflected in their products, services, and marketing.
Identifying Your Unique Value Proposition
Your Unique Value Proposition (UVP) is the unique combination of features, benefits, and positioning that sets your business apart from the rest. To identify your UVP, you can use tools such as brainstorming sessions or a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis.
Crafting Your Brand Promise
A good brand promise is clear, compelling, unique, and deliverable. To create your brand promise:
Identify your brand's core values
Define your target audience
Understand what your audience values most.
Take the time to draft your own brand promise using these steps.
Delivering on Your Brand Promise
Aligning every aspect of your business with the brand promise is crucial - from product development and customer service to marketing and sales. Here are some tips to ensure consistency:
Create brand guidelines that stipulate how your brand promise should be communicated and manifested.
Train your staff so they understand and can deliver on your brand promise.
Q&A and Wrap-Up
Finally, you should take the time to ask questions about anything covered in this handout and share your draft brand promises for feedback.
Remember, your brand promise is a commitment to your customers. It's a critical component of your brand identity that requires careful thought and consistent execution.
Let’s build your brand promise.
Worksheet
| Activity | Description | Notes |
|---|---|---|
| Define Your UVP | Identify the unique combination of features and benefits that sets your business apart. | |
| Identify Your Values | List the core values that drive your business. What principles guide your decisions and actions? | |
| Define Your Audience | Who are your ideal customers? What are their needs, wants, and values? | |
| Draft Brand Promise | Based on your UVP, values, and understanding of your audience, draft a clear and compelling brand promise. | |
| Align Your Business | List the areas of your business that need to align with your brand promise (product development, customer service, etc.) | |
| Plan for Consistency | How will you ensure that every aspect of your business consistently delivers on your brand promise? |
Case Studies
Case Study 1: Successful Brand Promise - Amazon
Amazon's brand promise is to be "Earth's most customer-centric company, where customers can find and discover anything they might want to buy online."
Since its inception, Amazon has continually worked to uphold this promise. They've expanded their product offerings beyond books to include virtually any product customers might want. Amazon also developed numerous features and services to enhance customer experience, including customer reviews, personalized product recommendations, and one-click purchasing. Perhaps most notably, Amazon introduced Amazon Prime, a membership program offering free two-day shipping, among other benefits, ensuring a convenient, hassle-free online shopping experience,
Case Study 2: Failed Brand Promise - Volkswagen "Dieselgate"
In stark contrast, let's consider Volkswagen's "Dieselgate" scandal. For many years, Volkswagen's brand promise was built around trust, reliability, and most importantly, a commitment to environmental responsibility. The company claimed that their diesel vehicles had low emission levels, making them an excellent choice for eco-conscious consumers.
However, in 2015, it came to light that Volkswagen had been cheating on emissions tests, using software to falsify results and make it appear as though their vehicles met environmental standards when, in fact, they did not. This gross violation of their brand promise led to a massive loss of consumer trust, billions of dollars in fines and lawsuits, and a significant decline in sales.
These case studies illustrate the power of a well-crafted and consistently delivered brand promise, as well as the potential consequences when a company fails to live up to its promise. As a small or micro-business owner, it's crucial to create a brand promise that not only resonates with your target audience but is also truthful and attainable.