{"id":1698,"date":"2023-03-20T11:44:54","date_gmt":"2023-03-20T15:44:54","guid":{"rendered":"https:\/\/parmaks.com\/Resources\/branding-experts-insights-to-building-a-powerful-brand-promise\/"},"modified":"2023-03-20T11:44:54","modified_gmt":"2023-03-20T15:44:54","slug":"branding-experts-insights-to-building-a-powerful-brand-promise","status":"publish","type":"post","link":"https:\/\/parmaks.com\/Resources\/branding-experts-insights-to-building-a-powerful-brand-promise\/","title":{"rendered":"Branding Expert’s Insights to Building a Powerful Brand Promise"},"content":{"rendered":"

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Have you ever bought a product because of the brand\u2019s reputation, only to be disappointed when it didn\u2019t live up to your expectations? If so, then you\u2019ve experienced a broken brand promise.<\/p>\n

In a nutshell, a brand promise is the commitment a company makes to its customers, defining what it stands for and what customers can expect from it. It\u2019s what separates successful brands from those that struggle to gain a foothold in the market.<\/p>\n

\u201cThis is what you say<\/em>,\u201d says Jeffrey Perlman<\/strong>, a branding expert and trainer of Mindvalley\u2019s Building an Unstoppable Brand<\/em> Quest. And taking inspiration from his program, here are a few things you can learn to craft one heck of a brand promise:<\/p>\n

Disney\u2019s got its magic, Nike\u2019s got its athleticism, Tesla\u2019s got its electric sustainability, Airbnb\u2019s got its belongingness, and Mindvalley\u2019s got its transformations. So what\u2019s yours? Let\u2019s go find out.<\/p>\n

What Is a Brand Promise?<\/h2>\n

Whether it\u2019s business or personal branding<\/a>, a brand promise is all about getting your audience to trust you. It\u2019s your commitment to your customers, outlining what they can expect from your brand\u2019s products or services.<\/p>\n

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A brand promise is what you resolve for your customer at the functional level, better than anybody else. This is what you say; everything else is what you emote.<\/p>\n

\u2014 Jeffrey Perlman, trainer of Mindvalley\u2019s Building an Unstoppable Brand Quest<\/cite><\/p><\/blockquote>\n

It\u2019s a statement that defines the brand\u2019s identity, values, and purpose. Additionally, it sets expectations for the customer experience.<\/p>\n

Think of Nike, for example. The brand promises \u201cto bring inspiration and innovation to every athlete in the world<\/em>.\u201d And it\u2019s evident in its consistency across all their touchpoints, including advertising, packaging, customer service, and product quality.\u00a0<\/p>\n

As Nike\u2019s former Chief Marketing Officer, David Grasso, put it, \u201cWe believe in the power of sport to move the world forward.<\/em>\u201d This brand promise has helped Nike become one of the most recognizable and successful brands globally.<\/p>\n

Brand promise vs. slogan<\/h3>\n

While a brand promise and slogan are important elements of building a brand<\/a>\u2019s identity and marketing strategy, they serve different purposes.<\/p>\n

Here\u2019s a comparison between the two:<\/p>\n

\n\n\n\n\n\n\n\n\n
Brand Promise<\/strong><\/td>\nSlogan<\/strong><\/td>\n<\/tr>\n
A commitment<\/strong> a brand makes to its customers<\/td>\nA catchy phrase<\/strong> or tagline used in advertising and marketing campaigns<\/td>\n<\/tr>\n
Outlines what customers can expect <\/strong>from the brand\u2019s products or services<\/td>\nA memorable and concise statement<\/strong> that captures the essence of the brand and its unique selling proposition<\/td>\n<\/tr>\n
Speaks to the cognitive brain<\/strong> (involved in how well one thinks, learns, and remembers)<\/td>\nSpeaks to the limbic brain <\/strong>(involved in the behavioral and emotional responses)<\/td>\n<\/tr>\n
Long-term commitment<\/strong> a brand makes to its customers<\/td>\nShort-term marketing tool<\/strong> used to promote the brand, create brand recognition, and make it go viral<\/a><\/td>\n<\/tr>\n
Example from Nike: <\/strong>To bring inspiration and innovation to every athlete in the world\u00a0<\/td>\nExample from Nike:<\/strong> Just do it<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

A strong brand promise, like Nike\u2019s, communicates what makes a brand unique and different from its competitors. And, as you brainstorm ideas for your own, keep in mind that they should also create an emotional connection with your customers.<\/p>\n

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Why Is a Brand Promise Important?<\/h2>\n

Every single aspect\u2014from the brand architecture<\/a> to the brand experience\u2014plays an important role in the success of a business. The brand promise is part of that ecosystem, setting clear expectations for customers so that they know what they\u2019re getting every single time.<\/p>\n

\u201cThey tell you exactly what the brand resolves for the customer<\/em>,\u201d Jeffrey explains. He adds that it\u2019s all about what you say, not what you show.<\/p>\n

Moreover, statistics<\/a> show that 81% of consumers need to trust a brand before they\u2019ll consider buying from it. So it\u2019s an aspect that shouldn\u2019t be compromised.\u00a0<\/p>\n

Examples of a Brand Promise\u00a0<\/h2>\n

While brand promises communicate a company\u2019s values and purpose, here\u2019s a little secret about crafting one: It should be straightforward. It\u2019s as simple as that.\u00a0<\/p>\n

Here are examples of brand promises from labels you may know.<\/p>\n