A compelling brand promise is a powerful fusion of your purpose and positioning, and the impact your business seeks to have for your colleagues and customers. It not only allows you to present your brand in a way that resonates emotionally with your ideal clients, but also ensures authenticity. When you believe in and consistently deliver this promise, you build trust and sustainable business growth.
As you define your brand promise, consider these critical questions:
– What is your purpose beyond just making profit?
– What does your brand say about you?
– What makes you unique?
– How do you want your customers to feel about your product or service?
An example: John Lewis
A prime example is John Lewis, which established its brand promise in 1925 with “Never knowingly undersold.” This commitment is still central to their business today. By training and involving their staff in a cooperative business model, John Lewis empowers employees, who benefit from profit sharing. This approach not only values its workforce but also ensures a superior customer experience, distinguishing them from many other department stores. Their philosophy is summed up beautifully: “Our founder’s vision of a successful business powered by its people and its principles defines our unique company today. The profits and benefits created by our success are shared by all our Partners.”
Here are more illustrations of renowned brands and their promises to consumers:
– Apple: “Think different.”
This slogan underscores Apple’s commitment to creativity and innovation, encouraging consumers to see the world from a unique perspective.
– BMW: “The Ultimate Driving Machine.”
This bold assertion drives BMW’s commitment to producing only the most efficient and elegant vehicles.
– Nike: “To bring inspiration and innovation to every athlete in the world.”
This brand promise encapsulates Nike’s ethos, focusing on inspiration, innovation and inclusion, rather than just their products.
Creating a Strong Brand Promise
Make It Measurable
Many brands dilute their promises by trying to be everything to everyone. For effectiveness, your brand promise must be measurable.
What does “friendly” mean in quantifiable terms? Can you define “safe” in a way that clients can clearly understand?
FedEx offers an excellent example: their promise, “We will get your package to you by 10:30 am the next day,” is easily understood and measured. If the package arrives on time, the promise is fulfilled; if not, it’s broken. Strong, measurable promises ensure accountability.
Make It Meaningful
The phrase “actions speak louder than words” rings particularly true here. A brand promise is only as valuable as the actions backing it up. Consistently delivering on promises is essential for customer loyalty.
Educating employees about the brand’s mission and commitment to customers is crucial. Training programs should emphasise what the brand stands for and the importance of delivering on that promise both internally and externally. By deepening employees’ understanding of the brand promise and their role in fulfilling it, businesses set the stage for delivering the exceptional brand experience customers expect.
At KBE Partners, we help founder-led and scaling businesses create compelling brand strategies, without the cost or commitment of hiring in-house.
Want to chat? Book a free exploration session with us at hello@kbepartners.com.
