Let’s start with the basics. What is a Brand Promise? Unique to each company, it is a defining trait(s) that informs all facets of a company and its marketing. If done correctly, the Brand promise connects to its target market on an emotional level. It’s less about what you see than about what you experience when interacting with that Brand. It’s a description of the company’s character, its mission, how the company creates and delivers value. You could have two restaurants, for example, both specializing in Mexican food, who provide a completely different atmosphere and customer experience based on their brand promises.
The strongest and most memorable brands make you a part of their story. They pull you in and make you ambassadors for their brand. The brand promise should never be a description of the products or services. The NFL’s brand promise to “be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other” doesn’t say anything about American football. Rather, a brand promise describes how people should feel when they interact with the brand, how the company provides its products/services, and what sort of character the company has.
So what is your brand promise? How do you define your Brand? A company needs to answer these questions to begin developing a brand promise:
What is your company’s value proposition? This is not a list of services. This is where you articulate the value that you bring to the table. How do you make your customer’s lives better?
What makes you special? This comes up a lot. You need to be able to differentiate your company from the millions of others. Have you identified your niche?
What are the values/beliefs of the company’s brand? In short, what do you stand for? The political climate in the U.S. has ushered in a change in how brands interact with their customers. Brands such as Ben & Jerry’s, Apple and Budweiser have chosen sides. Brands are more than just logos, they represent the embodiment of a set of core values.
Defining your brand promise will be the building blocks on which your Brand will sit but you must put in the work to reap the results.
We Can Help
3D Studios helps businesses grow their influence and their brands. As a boutique brand management agency, we begin with a thorough analysis of your needs and partner with you to develop and execute a marketing plan that will help you take your business to the next level. To learn more about how 3D Studios can help you, visit us at www.3Dstudios.net or call 914-304-4229.
