We’ve all made them. Committed ourselves to them. Walked through fire to keep them. What am I referring to?
Promises.
Making a promise to someone makes them pay attention. They take note, because there’s something almost sacred about a promise. Then, they watch what follows to see if it measures up.
That’s what a brand promise is. It’s the essence of a brand’s commitment to the marketplace. Here’s what it is NOT:
- Fluff
- Hype
- Exaggeration
- A tagline
And it’s certainly not optional.
It’s an unspoken agreement that says, “Here’s what you can expect every time you interact with this brand.” Customers don’t want perfection; they want consistency. They want to know what to expect, and when experience lines up with the promise, loyalty begins to take root.
Unfortunately, too many brands don’t take their brand promise seriously. Or at all. An authentic brand promise isn’t a cute slogan. It’s not just something you say. It’s a line in the sand. A true commitment. It must be backed up. Defended.
It takes courage, honesty, and even a bit of vulnerability. Why? Because you’re putting a stake in the ground and saying, “This is who we are. This is what we do. This is what you’ll get from us – no matter what.”
So, how do you create a brand promise that means something? First, you turn inward. What drives your organization? What do you believe in? Look deep inside the company because that’s where the promise takes shape and comes alive.
Next, tune out the ‘noise’ around you and tune into the voices of your customers. What are they struggling with? What do they expect and deserve? Are there any patterns that show up in their needs and buying behaviors?
But don’t make this too complicated. Here are some examples of simple yet powerful brand promises:
- FedEx – “When it absolutely, positively has to be there overnight.”
- Starbucks – "To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."
- BMW – “The ultimate driving machine.”
These brand promises work their way through their people, products and services, marketing, and even their policies. The real test is this – if you removed your logo, would anyone still know it’s you?
Just to be clear, trust doesn’t only come from making a promise. Anyone can do that. It comes from keeping the promise. When you can do that – when it becomes a living, breathing commitment – you have a true brand promise. Then, you’ll find that instead of chasing customers, they will start chasing you.