Apr 27 2018

What is a Brand Promise?

What is a Brand Promise?

In order to build a successful brand, from the get go, one of the most appropriate steps to take is to develop a brand promise. What is that? You may ask. There are plenty of explanations and thousands of ways to define it but at [ 2 one 5 ] we like to keep it simple.

A brand promise is your distinct ability to separate yourself from the competition and build trust with your customer.

It’s the number one reason people come to you for a product, service, or experience. 

When developing this brand promise; collectively, key decision makers must ask what it is they want their customers to know them for. The promise must serve as a compass to guide every move and answer these questions internally for the organization and publicly for the customer: Why should we care? What kind of results will be delivered?

Below are a few examples you may recognize,

Some of them are taglines; but they synonymously serve as brand promises. They are clear statements without room for misinterpretation. Simple, meaningful, and direct about it’s deliverables.

Geico: 15 minutes could save you 15% or more on car insurance.”

Walmart: “Save money. Live better.”

 

FedEx:

A brand promise is more than a catchy line. It’s a commitment that forms a deep connection between your brand and your customer. It must be kept over, and over, and over again to protect the reputation of your brand. 

Need help developing yours? Let us know!

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