Brand promise and mission are not just buzzwords but crucial nuts and bolts of branding and marketing. Most business owners think that promise and mission are similar—yes, they both are interconnected to the brand, but they tend to have diverse roles in branding. This sparks confusion. But hold on; we will provide you with better insights on brand promise vs. mission.
Let’s uncover the brand promise and mission, their differences, and the importance that can set your brand apart from the rest!
What is a brand promise?
Brand promise is a commitment businesses make to customers that what they receive from them. It is the cornerstone of business branding and marketing strategies. Meanwhile, a brand promise should revolve around your company values to deliver a valuable experience to customers.
What is a brand mission?
A brand mission is a statement that conveys the values, goals, and objectives of a company. It highlights what the organization does, how it executes, and why they follow this path.
Your brand mission should sum up in a few lines—that illustrate objectives and inspire employees to carry on this mission for a good cause. The brand mission is imperative for all, whether it’s a small business or a big one.
Brand Promise Vs. Mission: Top differences
Brand promise and mission—the two essential holdings in branding and marketing a business. Let’s dig into the top difference that sets them apart.
Brand Promise Vs. Mission Examples
Geico brand promise: “15 minutes or below can save you 15% or further on car insurance.”
Geico Brand mission: “To provide reasonable and reliable direct auto insurance to drivers all over the United States while also representing our customers in their time of need following an accident.”
Walmart’s brand promise: “Save money. Live better”.
Walmart’s mission statement: “To be the destination for buyers to save money, no matter how they want to shop. Goal to build a better world — assisting people live better and revitalize the planet while building thriving, resilient communities”.
Why are brand promise and mission important?
Let’s now explore the importance of brand promise and mission and how they add value in branding and marketing.
1-Boost customer trust and loyalty.
When you set an effective brand promise, customers have a roadmap of what they expect from your company. And when you keep your brand promise consistently, then it builds trust among customer and boosts their retention rate.
2-Differentiate from competitors
A well-defined brand promise can help you excel from competitors and make your own unique identity.
3-Effective communication
Both brand promise and mission help you communicate with customers and the wider community.
4-Employee engagement
The brand mission became the guiding light of employees. They remain motivated to accomplish the best for a company, and this fosters their productivity.
5-Brand Strategic Decision-making
Both the brand promise and mission help in strategic decisions like product development, marketing campaigns, and expansion plans. They help ensure that decisions align with the company’s overarching goals.
Brand purpose vs. mission vs. vision
It is like you as a person have your purpose, mission, and vision of your life. Your business should have a clear purpose, mission, and vision that leads you to stand out.
1-Brand Propose (Why)
Brand purpose is the reason why you are doing this business and what company values you hold. A brand purpose integrates those values into your company culture. Behind every purpose, there are reasons that this turns into a purpose.
The brand purpose acts as a guiding star, influencing various aspects of the business, including marketing, product development, and employee engagement. Meanwhile, brand purpose creates an emotional connection with customers and aligns the organization with a higher purpose.
2-Brand mission (How)
Brand mission empowers how you carry out plans to accomplish your goals. Mission shows how they put purpose to reach your goals, and if your strategies are not working, then you can refine them.
A well-crafted mission statement should be concise, specific, and reflective of the company’s values, culture, and target audience.
The mission statement acts as a roadmap and provides direction to the organization and its employees. It communicates the organization’s purpose to both internal and external stakeholders, guiding decision-making and resource allocation.
3-Brand vision (What)
A brand vision paints a picture of the organization’s desired future. It provides a clear direction to set long-term goals. A well-crafted vision statement should be futuristic, ambitious, and aligned with the brand’s purpose and mission.
The vision statement acts as a north star, guiding the organization toward its desired destination. It helps inspire and motivate employees, customers, and stakeholders, driving them to work together toward a shared vision.
Brand purpose vs. mission vs. vision example
Let’s take the example of Walmart to understand the difference between brand purpose, mission, and vision.
Walmart’s brand purpose is “To make people’s lives better.”
Walmart’s mission is “To save individuals money so they can live better.”
Meanwhile, Walmart’s vision statement is “Be the destination for customers to save money, no matter how they want to purchase.”
Takeaway
Generally, a brand promise, mission, and vision are essential aspects of successful companies. They all hold their own unique position in company culture. A brand promise is a commitment of the brand to customers.
On the other hand, a mission is how you implement your values to achieve your objective. Vision describes what you crave to accomplish, and purpose is why you do it. These all are the winning hand of a business that makes it thrive in the industry.
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