Brand promise is not just a catchy slogan or a phrase created for advertising campaigns. It is an incredibly important declaration that shapes the brand's identity and influences how it is perceived by customers. Learn what makes up a brand promise and why it has the power to build lasting relationships with consumers and earn their loyalty.
What is a brand promise?
A brand promise is a clear and binding declaration that a brand makes to its customers. It can relate to the values, benefits, or experiences that it provides to its audience. A brand promise is a well-articulated commitment that points to specific aspects that customers can expect from the brand in terms of its products, services, or experiences associated with it. The brand promise is key to building trust and loyalty among the target audience by delivering value consistent with what the brand promises. The easiest way to explain what a brand promise is, is to emphasize what it is certainly not. A brand promise is certainly not empty words in a marketing campaign, a fleeting trend, or a temporary strategy, but real actions fully integrated into the entire culture of the company and the way it operates. The brand promise should be known by every employee in the company. When someone asks what the organization actually does – a specific answer must be prepared, which does not solely concern the company itself, but the problems of the customers it solves every day. The brand promise is based on values and influences the company's functioning during difficult moments.
What does a brand promise consist of?
A brand promise consists of several key elements that, together, create a cohesive and understandable message that attracts customers and keeps them engaged for a longer period. A thoughtful combination of all the components of brand purpose will also make the subsequent process of brand positioning much simpler.
What do you create?
The first element of the brand promise is what the company offers. What does the brand propose to its customers?
How do you create it?
The way the brand does what it does is another piece of the puzzle that cannot be overlooked. This point may relate to the very process of creation or innovation. It is worth asking how the brand distinguishes itself from the competition, how it tries to surpass it?
Why do you create it?
When discussing what a brand promise consists of, one cannot overlook the most important aspect, which is answering the question of the brand's purpose. The brand promise should correspond with a deeper significance of the existence of the company. Without a thoughtful and sincere answer to the question of 'why?', it will be difficult for the brand to promise something beyond what hundreds of similar brands promise.
Brand promise – examples
Of course, examples are an invaluable aid in understanding what a brand promise is! Many popular, as well as lesser-known, brands later base their marketing message on their unique brand purpose, and often create the entire branding based on the promise.
Coca-cola – Open Happiness. This brand promise immediately connects drinking the beverage with moments of happiness and joy.
Selgros – At Selgros, you can fulfill even the longest shopping list. The store suggests that its supply is extremely extensive and the customer will certainly find many products from various categories there.
Lego – Joy of building. Pride of creation. Building with blocks is primarily about satisfaction, fun, and immense creativity.
Nike – To bring inspiration and innovation to every athlete in the world. It inspires everyone in the world who wants to start or continue their journey with movement and sports.
Notice that in none of these brand promise examples is there a single word about the product or services themselves, nor is there room for boasting about achievements or quality. The most important aspect of the brand promise is what that brand brings to the recipient. What will the customer gain from it? What emotions will they feel, what traits will it reinforce in them, how will it impact their lives? What and how will it make things easier for them?
If you are unsure how your brand purpose might sound, contact Brand Garden. As a creative advertising agency from Wrocław, we will help you formulate a unique and effective brand promise. With us, your company will become an engaging story remembered amidst a sea of content.
