Brand Promise – The Cornerstone of Your Business

Your Brand Promise is the cornerstone of your business. Let’s go to masonry class for a minute; a cornerstone is known as the “first” stone set in construction. All of the other stones for the structure are set in reference to this one stone, and it determines the position for the structure. This is what your Brand Promise should do – set the position for your entire business. It defines your business at its core and is your commitment to your consumers.

With us entering a new year, this seems like the ideal time to address this topic. The New Year always sets an atmosphere for renewal, new beginnings, and freshness. Aren’t those many of the terms we see or think of when we get to this point in time?

While you are in this atmosphere of newness, take time to revisit your Brand Promise.

REVIEW

The industry in which you reside, it’s always evolving, right? Does your Brand Promise still resonate with your consumer? Don’t be afraid to refresh the promise as your industry shifts. As long as your promise continues to meet the expectations of your consumers, you are on target.

ALIGN

Once you’ve reviewed and refreshed your brand promise, make sure it is aligned with every aspect of your business: your design, products, marketing, messaging, etc.

One of our favorite brands to follow is, UnderArmour. UnderArmour promises to make all athletes better through passion, design and the relentless pursuit of innovation. Think about the tone of this promise. How do you feel when you wear or engage with UnderArmour products? Does that feeling meet your expectation of the brand? UnderArmour makes every attempt to align its promise with the environment in its stores, the message of its commercials, the quality of its products, its customer service, etc.

COMMUNICATE

Lastly, be sure to creatively communicate the Brand Promise to your consumers. Make the promise known to them so they understand the brand’s commitment to them. This could be as simple as stating the Brand Promise on your website or incorporating parts of your promise in your tagline.

Points to consider:

  • What does your Brand Promise commit to do and/or provide to your consumer?

  • What should consumers always expect from your business?

  • Is your Brand Promise evident in every aspect of your business?

  • Will you keep your Brand Promise?

Remember customer satisfaction and trust lead to brand loyalty. Do not make brand promises you can’t keep.


Trecia WarnholzComment