A brand promise is a contract you sign with a customer—if you ditch it, it will impact your business reputation badly and throw you away from the branding game. Your customers don’t purchase products–they purchase value and experience from the brand. And this is what a brand promises, defines, and sets an expectation of customers toward your business. Your well-defined brand promise shines a spotlight on the value and experience you deliver to customers.
Let’s cut right to the chase on how you can create a brand promise and the best brand promise examples to shape your potential consumer expectations around your brand experience.
Brand Promise vs. Tagline
Do you think brand promise and tagline are the same but different names? Nope, it’s not. Let us clear up the fog that you might have about the brand promise and tagline.
Brand promise tells potential that you will receive this experience whenever you interact with us. On the other hand, taglines provoke brand product or service awareness.
A brand promise is not specific to products or services, while a tagline depicts a special offering about a brand product or service. Also, remember that brand promise and purpose are different. The brand purpose is the main reason behind the company’s existence, and the promise is what customers can expect from the brand.
How to create your brand promise?
A strong brand promise reflects company value so that the audience gets an idea of what they experience from the brand. A brand should be measurable, credible, simple, unique, memorable, and consistent. Have a sneak peek at how to create your brand promise;
1-Value your potential customer.
The first and foremost step you have to take to create a brand promise is to understand your customers and what are their needs. Research these questions about your target audience:
- Who they are?
- What are their problems, interests, and desires?
- What motivates them to purchase?
You can get these vital insights from customer interview surveys and market research.
2-Offer a unique solution to customer needs.
Now that you have a list of insights from your potential audience be honest and assess how your business can cater to customers’ needs. Pin down the list until you get one unique idea that hits all the needs of consumers. Remember that the idea is to align with other brand messaging.
3-Pen down your brand promise
Now you have detected the rooted need of your consumer—your next move is to articulate the brand promise. The intent is to articulate a strong brand promise that resonates with an audience. Bear these things in mind while articulating brand promise;
- Simple
- Clear
- Authentic
- Memorable
- Unique
- Credible
4-Deliver Your brand promise.
Ultimately, the time arrives to deliver your brand promise to customers consistently. Inserting your brand promise in every message—make it constant so that your customers will be able to recognize your company over the competitors. In fact, consumer research shows that consistent brand presentation on all platforms boosts revenue by up to 23%. This builds customer trust and credibility when you deliver the same value and experience.
Ten Best Brand Promise Examples
The best approach to grasp the effective brand promise is from world-renowned brands. Get inspiration from best-promise brand examples. Let’s dig in.
1-Walmart Brand Promise
“Save money. Live better.” Who doesn’t crave to save money? Walmart pledges that you are able to improve your life and save bucks through retail services. Walmart effectively conveys its brand promise to its wide audience.
2-FedEx Brand Promise
“Your package will get there overnight. Guaranteed”. FedEx promises their potential customer to deliver the parcel overnight so that they don’t have to wait to receive it. They commit to delivering the experience that consumers are seeking. FedEx guarantees on-time delivery of all shipments, packages, documents, and pallets, backed by exceptional service.
3-Disney Brand Promise
“The happiest place on earth,” Disney promises to entertain its audience and make them happy to watch over them. They trigger their audience to enjoy a cheerful moment with them. Disney entertains, enlightens, and inspires people around the world through the strength of unparalleled storytelling, reflecting iconic brands, creative minds, and innovative technologies.
4-Coca-Cola Brand Promise
“To refresh the world and make a difference.” Coca-Cola guarantees that you will be refreshed in both body and spirit by drinking the beverage and can make a difference in the world by sharing positivity and happiness.
5-Target Brand Promise
“Expect More. Pay Less.” Target promises to deliver what the customer expects at a discounted cost. It offers customers quality brands and products at reasonable prices and many ways to save big and earn rewards on each Target run.
6-Nike Brand Promise
“Inspiration and innovation for every athlete in the world,” Nike said that if you have a body, then you are an athlete—the brand is simple, memorable, and achievable.
7-Starbucks Brand Promise
“To inspire and nurture the human spirit.” Starbucks has one of the clear and inspiring brand promise examples that set a high bar deal for their customers. It provides more than just a coffee—it inspires and boosts energy in a peaceful environment.
8-Zappos Brand Promise
“Deliver WOW Through Service.” Zappos brand promise hit the mark by delivering happiness through the four C’s. Ensuring that they exceed customer expectations while protecting and growing the company culture.
9-Google
“To make the world’s information useful and accessible.” Google pledges what it delivers to its widespread audience—they put together handy and valuable information. Their brand promise is simple, unique, and credible, differentiating them from their competitors.
10-Red Bull
“Red Bull gives you wings.” The brand promises to boost energy and enable consumers to expand their horizons. Red Bull specifically targets the young audience to gain freedom and push the limit with their energy drinks.
Takeaway
A well-defined brand promise can make your company recognizable in the competitive marketplace. You can create a strong brand promise tailored to your target audience by following the steps mentioned earlier. If you crave to make an impact on the customer’s heart, then you can learn from the best brand promise examples–watch over and define your strong brand promise.
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