The other name of brand promise is reliability. It forms an integral part of our work, and we create awareness about it among our clients while crafting their branding strategy. While creating a brand personality, focusing on your brand promise is imperative.
I am sure many of you may have questions such as “What exactly is a brand promise?”, “How can a company come up with its brand promise?”, “How can one fulfill a brand promise?”, “Does a brand promise make a difference?”.
This article will answer these questions. Let’s begin with decoding the concept of brand promise, so that you can identify yours and work around it as you build your personal branding strategies.
What is a Brand Promise?
It is the promise that you make to your customers in exchange for money received. It tells your customers what you can expect from your product or service.
Your brand promise can be communicated as a unique story that your audience will relate to or remember whenever they see your product or service.
You must certainly incorporate it into your website, social media, advertisements, straplines, and more. Also, whatever you do, your actions should reinforce your brand promise.
Importance of Brand Promise and How to Get It Right
Your brand promise should be a feasible offer and that which you can deliver consistently. It’s a great way to gain the trust of your customers. Once you have loyal customers, they can become your brand ambassadors by recommending you within their circle.
Besides, customers interpret your brand based on the impression they get after interacting with your company. So ensure to deliver your brand promise at every touchpoint.
Tips to Solidify Your Brand Promise
Define your brand promise
The most important and difficult step to crack! How do you create your brand promise? Firstly, identifying and understanding the target audience is essential. Next, understand what your brand already conveys like its personality, unique selling point, principles, etc. Once you align and integrate all these components, it can determine what brand promise would be apt for you.
Convey your promise clearly
When your brand promise is finalized, figure out ways to instill it in every aspect of your business to make it reach your customers. Clarity is necessary here. Make sure you send out the message loud and clear so that it’s understood.
Making your brand promise memorable
Your brand promise should be memorable. Creating a “wow experience” in every interaction and touchpoint is what a strong brand promise will deliver. It will ultimately reduce the distance between you and your customers.
Track your brand promise and focus on continuous improvement
Leverage social media to track your brand promise. Understand the problems your customers are facing or what things dissatisfy them. Then find ways to improve your services or products to meet the promise. Customer feedback through questionnaires or surveys can also be a great help here.
Do not deviate from your brand promise
You will find a lot of options that can distract you. Keep your focus fixed on your brand promise. In fact, let your brand promise guide you in whatever moves you make. It will help you grow and expand without compromising on your brand promise.
Let us look at Fabindia. Fabindia promises to deliver ‘natural, craft-based, contemporary, and affordable’ products. The company weaves this promise into all its communication. The company focuses on providing a unique experience by using traditional techniques and hand-based processes in creating their products. This uniqueness has registered in the customers’ minds. Each time they think of ethnic wear that celebrates India with a contemporary twist, they can immediately associate with Fabindia. Though the company has a wide range of products, it does not deviate from its brand identity and what it has promised.
If you would like to finetune and project your brand promise with a more sharper focus and strategy, drop in an email to firstname.lastname@example.org and we be happy to support you.