PROMISE: MAKE AN EMOTIONAL CONNECTION
A brand promise is a short simple statement that tells a customer what they can expect from your brand. By considering what makes your company special you can create an effective brand promise that connects your brand with your customers and your employees.
WHY IS IT IMPORTANT?
A strong brand builds a powerful emotional connection between your customer and your organisation.
Your brand promise gives your customers a clear reason to choose you and sets their expectations. The more you deliver on your brand promise, the more you build trust and confidence in your brand, which fosters loyalty in your customer base.
Clarity on your brand promise sets out a standard and creates a focus for your employees to find new and better ways to deliver on that promise. These focussed improvements compound over time to build your competitive advantage.
CLARITY
A great brand promise provides a focus on the customer, what matters to them, and the emotional impact we are looking to create.
ALIGNMENT
With a clear picture of the customer, it allows cross functional teams to work together toward common goals. This enables them to draw a connection between the work they do and the outcome for the customer.
GROWTH
The more you focus on your brand promise, the more it allows your employees to uncover new and better ways to deliver on it - strengthening your reputation and allowing you to open up new markets.