(It’s Okay If You Don’t Know….Yet!)
Let’s face it — your branding does a lot of heavy lifting. When you think about it, your brand is inextricably linked to many of your business activities. While it consists of all the tangible things like your logo, tagline and style guide, at the same time, it’s also intangible: the personality you want your company to convey to customers.
Crafting a Brand Promise
Your brand promise is what guides your customers to you — like a magnet. It affects everything from marketing to customer service and sets the stage for what customers can expect from you. It is, quite literally, a promise in a sense that ties your company to a specific goal or outcome that customers want.
It’s Not the Same Thing as a Mission Statement
A brand promise is not a mission statement or philosophy. It can touch on those things, but it serves a separate purpose. For example, things like your logo, slogan, style guide and mission statement are all inherently tied to your branding, but they are separate facets of the same concept.
With that being said, how do you go about creating a brand promise? And how can you make sure that it doesn’t devolve into something like a mission statement, strategy or philosophy? Here’s how:
Ask Yourself: What Kind of Experience Will You Deliver to Your Customers?
Your brand experience is what makes your company desirable and special. It can be a statement, but it’s something that you want people to know above and beyond anything else. For example, if someone could know ONE thing about your brand, what would it be?
As an example, let’s say that you sell a high quality tea made with ingredients that help women look younger. Perhaps the experience you want them to remember is “look younger from the very first sip”. It seems like that alone would sell boxes and boxes of tea, but it won’t — at least not yet.
Why Should Your Customers Care About That?
Now that you’ve made your experience statement, why should customers care? In other words, what is it about your brand that should make them want to sit up and take notice of what you have to offer?
Referencing our example above, your customers should care because this way, they don’t have to invest in a lot of creams, ointments and concealers. All they have to do is drink tea! But even though expanding on what makes you different sets you apart from your competition and centers around the promise you’re making, how will they know it’s working?
Can You Measure It?
Your brand promise should look to fulfill a certain expectation — such as saving time or money, being convenient or high-quality. In our example above “from the very first sip” demonstrates that it works immediately. Your brand promises a certain result within a certain time frame in a way that’s enough to set it apart from the competition.
That’s a tall order to fill!
Of course these are by no means the only things that go into creating a brand promise, but they are a few of the most important points and should be enough to get you started on your brand development journey. The truth is that every brand is different and requires a different approach tailored to its specific needs, its target audience, its overall expectations and much more. It’s equal parts of art and science!
If you’re ready to work on creating a memorable, actionable, and aligned brand promise, reach out to our senior branding specialists here at Workdom today. We’ll work with you to hone in on your vision, develop a meaningful brand promise and lay the foundations so that you can create a truly remarkable customer experience and build customer loyalty sooner than later.