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What does your brand promise really mean?

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As you know, the brand is the identity of a specific product, service or business (Wikipedia). While it seems that everyone is talking about branding these days, I’m getting the impression that among some, branding still feels like an abstract and something they are doing because they should rather than to garner any sort of benefit. 

 

When people talk about a brand promise, they are referring to statement or a sentence that communicates the one thing that the brand represents or intends to own in mind of the target consumer. Meaning, something the target consumer will associate with your company that communicates what unique benefit you deliver to the consumer. A brand promise needs to be clear, concise, believable, unique and catchy. 

Here are a few questions that might help you when developing a brand promise:

  1. What unique benefit does your brand provide?
  2. Who is your target consumer?
  3. Is the benefit mentioned valuable to the target audience?
  4. What makes your organization uniquely qualified to provide it?
  5. Looking at your competition, are they touting a similar promise? If so, time to re-work.

According to Businessdictionary.com: “Benefits and experiences that marketing campaigns try to associate with a product in its current and prospective consumers’ minds.” is a brand promise.

 

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It’s important to note that in many cases it’s becoming increasingly more difficult to differentiate a brand based on functional attributes alone. For that reason, a shift in focus to more relationship oriented benefits, such as ease of process or customer service may be a stronger direction to take for developing a brand promise. That’s why it’s essential that the message you communicate to your target audience, needs to be communicated with and believed in by employees at every level as ultimately it’s the front-end staff that need to be able to deliver the brand promise to the customer.

In the end, it’s a strong brand that’s more likely to experience growth and higher returns because people know what they can expect to receive and how it will affect their lives. Successful companies have discovered that brands are their most valuable asset (along with their people) for numerous reasons – but the key is that you have to make promises you can really keep. In the end, if you do your job and keep your promise, customers will be loyal to you and your brand.

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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What does your brand promise really mean?

mm

Published

on

As you know, the brand is the identity of a specific product, service or business (Wikipedia). While it seems that everyone is talking about branding these days, I’m getting the impression that among some, branding still feels like an abstract and something they are doing because they should rather than to garner any sort of benefit. 

 

When people talk about a brand promise, they are referring to statement or a sentence that communicates the one thing that the brand represents or intends to own in mind of the target consumer. Meaning, something the target consumer will associate with your company that communicates what unique benefit you deliver to the consumer. A brand promise needs to be clear, concise, believable, unique and catchy. 

Here are a few questions that might help you when developing a brand promise:

  1. What unique benefit does your brand provide?
  2. Who is your target consumer?
  3. Is the benefit mentioned valuable to the target audience?
  4. What makes your organization uniquely qualified to provide it?
  5. Looking at your competition, are they touting a similar promise? If so, time to re-work.

According to Businessdictionary.com: “Benefits and experiences that marketing campaigns try to associate with a product in its current and prospective consumers’ minds.” is a brand promise.

Advertisement

 

It’s important to note that in many cases it’s becoming increasingly more difficult to differentiate a brand based on functional attributes alone. For that reason, a shift in focus to more relationship oriented benefits, such as ease of process or customer service may be a stronger direction to take for developing a brand promise. That’s why it’s essential that the message you communicate to your target audience, needs to be communicated with and believed in by employees at every level as ultimately it’s the front-end staff that need to be able to deliver the brand promise to the customer.

In the end, it’s a strong brand that’s more likely to experience growth and higher returns because people know what they can expect to receive and how it will affect their lives. Successful companies have discovered that brands are their most valuable asset (along with their people) for numerous reasons – but the key is that you have to make promises you can really keep. In the end, if you do your job and keep your promise, customers will be loyal to you and your brand.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular