Brand Promise
A Brand Promise is the one thing your brand promises to serve your target market with. It is something that your company has in offer for your consumers beyond your products/services offerings. Scott W Cooper and Fritz P Grutner in their book, ‘Tips and Traps for Marketing your Business’ quote, “If you are offering them [your consumers] a Greeting Card, like Hallmark does, what your employees are really sharing is ‘caring shared’, If you are Starbucks, you are not just offering coffee, but rather, ‘rewarding, everyday moments’.”
More often than not, Brand Promises, like brand essence, are mistaken to be a message meant for external communications. Also a Brand Promise is meant to be an internally communicated message of your brand for your employees to spread across. It is neither a tagline nor the slogan of your company. Taglines of several successful companies keep undergoing change as and when their relevance decreases due to various reasons including the change in the culture and thoughts of the target market. But the Brand Promise of a company is a permanent promise written to be with the company forever.
A Brand Promise must be written with extreme caution in order to avoid big branding mistakes. It is advisable to consult experienced brand managers while formulating a Brand Promise. Brand Promise apart from being unique to competitors offering needs to be extremely appealing to the target consumers and suitably delivered by the company at every consumer touch point.
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