A company’s brand promise is much like its value proposition. These two elements work together to invoke an emotional response within the consumer. When people hear your brand name or see your logo, how does it make them feel? Depending on your unique brand, consumer emotions may range from excitement to comfort to optimism.
Let’s take the automobile industry for example. What’s the difference between Mercedes, Ford, and Volvo? They all make the same basic type of product, right? Yet, each brand has its own promise and value proposition.
Mercedes often serves as a status symbol and sends the message of being prestigious. Ford is all about durability and dependability, whereas Volvo focuses on safety.
What does your brand say to the world? Here are 7 questions to ask yourself when developing your own brand promise:
- Why would consumers be in the market for this product/service? (What need led them to
- What qualities or characteristics do people look for in this type of product/service?
- What would I, myself, look for in a business providing this type of product/service?
- What does my company value most in terms of providing a good product/service?
- What makes my company different from competitors?
- How can I assure consumers that my company is the right choice?
- How do I want people to feel when they think of my brand?
Brand promise is important because it sets the tone for customer experience. Through this promise, consumers know what to expect when doing business with your company. With that being said, it’s imperative that your brand be able to deliver in terms of this guarantee. Don’t make promises you can’t keep!
We hope this helps illustrate the significance of your company’s brand promise in growing business. Learn the best ways to build and improve your brand by downloading our free Branding Kit below!