We’ve written about how good branding is vital to the success of any business, and that your brand is defined by more than a logo. But does your brand have a brand promise?
By creating a brand promise for your company, you offer new and existing customers a way to connect with your business on a deeper level, while also building brand affinity, recognition, and loyalty.
Building a brand promise that resonates with customers isn’t necessarily an easy feat. Read on for specific tips and strategies to build a compelling brand promise.
A Brand Promise vs. a Brand Tagline
Is a brand promise the same thing as a tagline? Not necessarily.
Your brand promise is what you deliver each and every time someone interacts with your brand. It stems from the foundation of what your brand message is—who you are, what you do, who you do it for, and how you do it.
A brand tagline, on the other hand is a marketing message that is distilled down into an agile soundbite that you can publish places or bring up in everyday conversation with a potential lead. Your brand promise can certainly become your brand tagline, but not in all cases.
Your brand promise is what you deliver each and every time someone interacts with your brand.
Your brand promise should be a constant across your customer experience, and it should be an authentic reflection of your brand values and mission.
Brand Promises in Action
Your brand promise is an extension of your company’s positioning.
Being intentional in how you situate your brand promise can mean the
difference between being “just another option” to becoming “the option” for your potential customers.
For example, think of the supermarket giant, Wal-Mart. In the
highly-competitive market they’re in, they still are able to stand out
with their specific brand promise, “Save Money. Live Better.”
Wal-Mart makes a guarantee to their customers that by shopping at any
of their stores across the nation, they can save money over
competitors, and they can live better through access to comparable
branded products and by offering one location for all their customers
So whether you need a haircut from their in-store salons, money
services to cash your paycheck or file your taxes, or you want to buy
anything from a television to fresh produce, consumers know they can get
everything they need to run their lives (relatively inexpensively) at
What might a brand promise look like for a company that’s not as
large as Wal-Mart? A strong brand promise might center around your
customer service, such as “Hot and fresh to your door in 30 minutes—or
it’s on us.” Or, your brand promise might center around how you
interact with your customers, such as “When you need us, call us: 24/7.”
As long as your promise is truthful and authentic to your brand
values, you’re able to consistently deliver on this promise, and you’re
giving your customers something they truly need and want, you’ll build a
strong brand promise.
Crafting a Brand Promise
Your brand promise should be the cornerstone of all your marketing
efforts. While you may distill down your brand promise into a tagline,
or use it as part of your larger company mission statement, your brand
promise is the guiding principles upon which your business is built. So
how do you create a brand promise that resonates and is easy for
customers to understand? Follow these steps below.
Step 1: Get clear on who you are.
Often, business owners make the mistake of building a generic
business, not a brand. This does a disservice to their organization
because a forgettable business is an unprofitable business. See more reasons why building a brand is the heartbeat of your business. Customers need a clear way to remember and engage with you,
and having a strong, defined, and intentional brand is one way to spread
your messaging and attract your target customers.
So how do you get clear on who you are? It starts by defining your
brand’s personality and identity. What’s your company culture? What
values are important to your company as a whole? Gather a clear vision
of what elements compose your brand to lay the foundation of your brand
Then, think about what it is that you do. Not just the specific
processes that you deliver to your customers, but think about the
transformation you provide to those who work with you and your company.
By owning that transformation and incorporating it into your brand
promise, you’ll set the path to take action in step number 2.
Step 2: Find what makes you different.
The marketplace is crowded, and customers have an overwhelming amount
of choices for almost any issue they may have. So how can you make sure
you rise above the competition? It happens by creating a strong brand with a solid grasp of what makes them different (and messaging that articulates the difference clearly).
When crafting your branding and brand messaging, it’s important that
you know what sets you apart from your competition. Step one in gaining
this information is to analyze other businesses in your market. How are
they presenting their business to their audience? What kind of tone are
they taking in their messaging? How is their audience responding?
Then, take that information and see how your brand does things
differently. How are you servicing customers in comparison? Is there
something in the way that you do what you do that sets you apart? Use
this information to build part of your brand promise.
Step 3: Don’t forget about your customers.
Once you know who your brand is and what sets you apart, the next
crucial step in creating your brand promise is to look to your
customers. It’s important that at every stage you remember your
customers, their needs, pain points, and motivations. As part of this
step, you want to analyze your target audience and create a customer profile to attract them to your business.
When writing out your brand promise, have your ideal customers in
mind. Do you know who they are and where to find them? Do you know how
what you business will impact them—if you were to take them up on
your offer? By creating your brand promise with your customers in mind,
you’ll use messaging that matters to them and connect with them in a way
that makes a difference.
Step 4: Put it all together!
Once you’ve gotten clear on who you are, what you do, who you do it
for, and what makes you different, you’re now ready to put it all
together. Your brand promise could be as long or as short as you want to
make it, and if you want a quick no-fuss formula to help guide you in
creating a brand promise that works, check out our handy guide to writing your brand promise.
By creating a compelling brand promise, you will foster brand loyalty
from customers and attract new customers looking for a stand-out
company to give their business to. By setting yourself apart from the
competition with a brand promise that is authentic, deliverable, and
benefits the customer, you’ll elevate your branding and strengthen your
The team at Harvest Media specializes in growing businesses
through strategic, attractive branding. If you need help creating brand
messaging that helps your attract and keep your ideal customers, contact us today to find out more information.