Creating a Meaningful Brand Promise: The Basics You Need to Know
A brand promise forms a foundation of trust and brand loyalty—it’s the specific pledge your brand makes to your customers. You can’t have a true brand unless you promise a type of product or level of service that your customers can expect from every transaction with your brand.
A clear, concise promise is like a guiding light for your brand, helping your brand become known for something over time. Read on to take a closer look at what makes a good brand promise and to find out how to craft one that’s meaningful to your customers.
What is a brand promise?
A brand promise is a simple statement—often just a few sentences—that communicates what a customer should expect from all products, services and experiences under a brand. If your brand is new, your brand promise should outline the expectation you want to create in the minds of future customers. If you have an established brand, your promise should be a statement of fact regarding what your customer base is expecting.
The most successful brands use their brand promise as a guide for how they interact and what they plan to do for their customers. It’s a statement that sets the standard that a brand’s staff should deliver, as well as the overall experience that customers come to expect.
How do you define your brand promise?
Now that you understand what a brand promise is and why it’s important, here’s how to craft a powerful pledge that will resonate with your customers and set your brand up for success:
· Understand your customers. Every compelling, believable and memorable brand promise is based on a thorough understanding of the customers to whom you’re making the promise. Define your target customers and outline their everyday needs, pain points and challenges. Not sure where to start? Brand research, like customer interviews or surveys, can give you quick, meaningful insight as to the wants and needs of your customers. Do some research and get inside your customers’ heads to understand what they value and what type of promise will resonate with them the most.
· Outline specific customer needs. Using your customer research, identify specific, unique needs they mention—anything from cost, speed, service, efficiency, sustainability and more. Assess how your brand is able to meet those needs, as well as which ones would require a bigger investment to better fulfill. The overall goal is to highlight the needs that are most important to your customers and how they align with what your brand can deliver.
· Develop your brand promise. Once you’ve identified your customers’ core needs and how you can fulfill them, you can use that knowledge to craft your brand promise. Create a simple statement that communicates how your brand pledges to deliver on your customers’ most important needs.
· Fulfill your brand promise. A brand promise is useless if your customers don’t recognize it. Include your brand promise into all your marketing efforts and then deliver on it by building it into every customer experience and interaction.
A meaningful brand promise build brand equity and fosters brand loyalty, and brands who keep their promises strengthen the promise itself and the customer goodwill it generates. Need help defining your brand promise? Say hello to Spin Creative. We’ll help you grow your brand and establish trust with your customers, ensuring you meet their expectations every time.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
