Crafting Your Brand Promise
In the intricate world of brand strategy, we've explored the foundational elements, each layer contributing to the overall tapestry of what your brand represents. Now, let's dive into one of the most captivating facets of brand strategy – the Brand Promise.
Decoding the Brand Promise
A Statement from the Customer's Perspective
The Brand Promise is not just a clever tagline or a catchy phrase; it's a profound statement that describes your brand and what it should mean to the customer. Crucially, it is framed from their point of view, incorporating values, vision, mission, positioning, personality, voice, and tone – a culmination of all the foundational statements that have come before.
Beyond the Internet Confusion
Despite its significance, the internet often confuses Brand Promises with taglines. A Brand Promise is not about being short and clever; it's about clearly articulating what your brand is or should be in the mind of the consumer.
The Writing Process: What and How
An Extension of Position and USP
Your Brand Promise is an extension of your brand position and your Unique Selling Proposition (USP). If potential customers could know only one thing about your brand, what would it be? What do you want to be known for? This resonates with the essence of your USP:
“We (provide value) for (our audience) by (something special).”
Expanding the Narrative
To craft a compelling Brand Promise, expand on your USP by delving into the why and how. Incorporate elements of your mission and values. For instance:
"As a working farmer or rancher, finding someone special can be tough. That’s why we go out of our way to create the most sophisticated and accurate dating app only for farmers and ranchers, giving you the chance to meet the like-minded guy or gal of your dreams."
The "We Promise" Rule
Consider including the words "we promise" in your initial draft. While they may not stay in the final version, they can help clarify your brand's intentions regarding your customers.
What to Do with Your Brand Promise
Options for Articulation
Once you have your Brand Promise, you have several options for how to articulate it to your audience:
Keep it Internal: You can have a Brand Promise statement but choose not to articulate it to customers (not recommended).
Slogan or Tagline: Condense your Brand Promise into a memorable slogan or tagline.
Gradual Unveiling: Release elements of your Brand Promise piece by piece on your website and other platforms.
Direct Communication: Flat out tell customers your Brand Promise on your website, social media, or other appropriate channels.
The Power of Choice
The choice is yours, shaped by what makes sense for your market, touchpoints, and brand. However, having a written Brand Promise is crucial, as it ensures key elements work their way into your brand messaging, preventing customers from creating their own perceptions.
Embrace the Clarity
A Clear Message Trumps Perfect Writing
The beauty of a Brand Promise is that it doesn't have to be a masterpiece of writing. It just needs to be clear in your mind, conveying the message your brand wants to relay to customers.
The Transformative Potential
Craft your Brand Promise with care and conviction, for it holds the transformative potential to shape how your customers perceive and connect with your brand. It's not just a statement; it's a commitment that resonates with the hearts and minds of those you seek to serve.
In the dynamic realm of brand strategy, a well-crafted Brand Promise is your guiding light, steering your brand towards authenticity, resonance, and enduring success.
