Since a young age we’ve heard it — Don’t make a promise you can’t keep.
You may even remember the first time someone broke a promise they made to you. Or the first time you failed to keep a promise you had made. The importance of building trust is biologically wired into the way that humans interact with one another.
So, what does this have to do with your business?
Relationships between companies and customers operate similarly to the relationships between people that care about each other deeply. When promises are broken, trust is lost and loyalty dwindles. Great companies are aware of the importance behind fulfilling the promises they make to their customers. In fact, one of the most significant components of marketing every company should consider incorporating is an impactful brand promise.
Simply put, a brand promise is a commitment to deliver a certain set of expectations to the customer, in order to influence the likelihood of purchase and overall satisfaction levels. More than just a concept, the brand promise should be universally known and used by every employee involved in the business when making day-to-day decisions.
What do Geico and Coors Light have in common? Both companies have clear, impactful brand promises that resonate with the consumer. “15 minutes or less can save you 15% or more on car insurance” has led Geico to the top of the auto-insurance industry, while “The World’s Most Refreshing Beer” has given Coors Light widespread recognition with all audiences.
So, how does a company go about creating a brand promise?
There are three major factors company should take into consideration when developing their brand promise. The brand promise should:
- Convey a compelling benefit.
- Be authentic and credible.
- Be kept, in every instance.
While these three factors are undoubtedly of highest importance, there are many other criteria to examine before developing your brand promise. Taking a deeper dive into the process of defining your company’s brand promise takes true know-how. Give us a call, we would love to talk with you about STAP’s proprietary tools that can help you define your brand promise.