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The Essentials of a ‘Brand Promise’

The essentials of a Brand Promise

The essentials of a Brand Promise

A few days ago I introduced an internal branding concept called ‘Brand Promise’. The post clearly covered in brief the concept as a whole. Today we look at the essential components of a Brand Promise. Starting of straight away,

Length: The length of a Brand Promise should not exceed more than a sentence. The longer the sentence the more un-focused the brand gets.

Feelings: A Brand Promise should reflect the feelings of your consumers. It is always best to ask your consumers what they feel. Using Webalue.com services can facilitate this. A consumers experience while using your product needs to be extracted.

Consistency: Consistency in delivering the promise and proving it true is a must. If your product cannot deliver on the promise to every consumer and at every time, then it doesn’t deserve to be your promise.

Permanence: A Brand Promise is not the tagline or slogan for a Brand; it is a concept belonging to internal communications of the 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.

Difference: A promise should be sentence that defines the difference between a brand and its competitors.

Credibility and Authenticity: A promise of a brand must be credible, if it wants to be successful. It is not what the company thinks but rather what consumers think (read ‘Feelings’ in the current post). If consumers are not satisfied or do not believe in your promise, it wouldn’t make sense. Keeping a achievable brand promise helps.

A few days ago I introduced an internal branding concept called ‘Brand Promise’. The post clearly covered in brief the concept as a whole. Today we look at the essential components of a Brand Promise. Starting of straight away,

Length: The length of a Brand Promise should not exceed more than a sentence. The longer the sentence the more un-focused the brand gets.

Feelings: A Brand Promise should reflect the feelings of your consumers. It is always best to ask your consumers what they feel. Using Webalue.com services can facilitate this. A consumers experience while using your product needs to be extracted.

Consistency: Consistency in delivering the promise and proving it true is a must. If your product cannot deliver on the promise to every consumer and at every time, then it doesn’t deserve to be your promise.

Permanence: A Brand Promise is not the tagline or slogan for a Brand; it is a concept belonging to internal communications of the 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.

Difference: A promise should be sentence that defines the difference between a brand and its competitors.

Credibility and Authenticity: A promise of a brand must be credible, if it wants to be successful. It is not what the company thinks but rather what consumers think (read ‘Feelings’ in the current post). If consumers are not satisfied or do not believe in your promise, it wouldn’t make sense. Keeping a achievable brand promise helps.

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