Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
Deliverable: Brand Promise
Your customers interact with your brand with a certain amount of expectations. Those expectations are, in part, based on your brand promise to them. What kind of service do you guarantee? What service can they expect? A brand promise is a reassurance of quality. It is your measure of success for yourself.
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Brand Promise: Setting and Exceeding Customer Expectations
Did you know?
- Around 88% of U.S. consumers say they will only buy from a brand they trust.
- 36% of consumers say they prefer buying from brands that prioritize social causes and corporate responsibility.
- A brand promise creates trust, and 87% of consumers will pay more for a product from a brand they trust.
- Approximately 62% of American consumers say they have an emotional connection with the brand they buy from the most.
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The Goal of Your Brand Promise
What you can expect from this step of the Brand Core chapter:
A Common Commitment
Your promise is more than just a guarantee of low prices or good customer service. It is a commitment to your brand values. How can you distill your brand values into everyday interactions with your customers? That is your brand promise that we will help you define.
An Internal Guide
Your brand promise is the first application of your values, mission, and vision to your target audience. Not only will it attract your preferred customer, but it will guide all your future brand communications to them as well.
The Core of Your Brand Engagement
Once you have a promise, you are dedicated to live by it and fulfill it. Your engagement program is a plan to ensure your team understands and lives your brand’s core principles.
Why Have a Brand Promise?
Customers expect a certain level of responsibility and commitment from the brands they interact with. They expect (and deserve) professionalism, responsibility, honesty, fairness, transparency, responsiveness, and more. Your brand promise is your first opportunity to make that commitment clear.
An honest brand promise helps:
- Attract and retain loyal customers
- Establish a brand reputation beyond your marketing initiatives
- Increase brand value by increasing public goodwill
- Align team members with leadership when interacting with customers
- Find and thrive in your niche within your industry
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Your Brand Promise is Part of Our Branding Proven Process
Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
Deliverable: Brand Promise
During the Brand Core chapter of our proven process, we identify the core of your brand: your values, your reason for existing, and where you’re going. The work in this chapter results in a real, practical foundation that will guide your business for years to come.
01 | Why do you need a brand promise?
We began this chapter by picking your brand values and applying those values to your brand’s mission and vision statements. Now it’s time to see those values through the eyes of the consumer. What do your values mean to them, and why should they care? An honest and clear brand promise communicates that commitment.
02 | Creating your brand promise
During our stakeholder interviews and roundtable discussions, we learn where you’re trying to take your business, even if you can’t really express it yourself. We use that understanding as a lens to analyze your industry and target audience, and what success will look like. Then we create a promise that will embody the journey that will take you from here to there.
03 | When and how to use your brand promise
You have less than a second to make a lasting first-impression on your customers, so you should use your brand promise at your earliest opportunity when interacting with your target audience. We will help you find the most effective and impactful places to use your brand promise so it resonates with your customers.
A Brand Promise Is Your Connection to Your Customers
A brand promise that is clear and honest is one of the best ways to create a loyal following among your customers. The impact of your brand promise only grows stronger as your employees and leadership learn to live it every day.
A Common Goal
Your brand promise isn’t just empty commitments, you are asking your employees to make this promise to your customers whenever they come in to work. Those who buy into it are committed to your vision.
Unseen Value
Your target audience has many options to choose from, and one of the strongest factors in that decision-making process is your brand promise.
A Focus on What Matters
Why should your employees go the extra mile to fix an issue? Why should they take pride in their work? Because you all made a promise to do just that.
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73% of consumers say they will stay loyal to a brand if it has committed customer support.
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Gen Z customers say they are 44% more likely to share personal data with a brand if they trust its security measures.
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Around 50% of customers say they will go to a competitor after a single bad experience.
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Your brand promise creation experts
We are a US-based team of passionate marketing professionals. We don’t outsource our work and everything is crafted from the ground-up for every client using our proven, award-winning process. We combine decades of industry experience with youthful insights and the best talent. Branding is our art and our talent.
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The Big Red Jelly promise
We understand the decision to hire an agency for your brand is a big decision. That’s why we go out of our way to make sure your experience with us exceeds your expectations in every way. We brag about our 99% client satisfaction rate because that is our ultimate measure of success.
We don’t skip the fundamentals, and we don’t sell you cookie-cutter solutions. We don’t pressure you to accept a redesign you aren’t 100% happy with. We have helped thousands of brands launch their businesses successfully and we want to help yours, too!
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Learn how to improve and share your brand promise
Why Brand Experience Is The New Competitive Advantage
Who is this for? Brands and companies who are looking to make a change their brand management, increase average purchase price, and build relationships with their ideal customers. What we're…
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5 FAQs About The Brand Promise
What if we already have a brand promise?
Fantastic! An existing brand promise is a helpful starting point for crafting a new one. We will help you refine it to align with your new brand values, mission, and vision, so your marketing and advertising is unified and coherent. This makes it much more effective.
I don’t remember any brand promises. Is a brand promise that important?
Yes! While you might not be able to remember a specific brand promise off the top of your head, they definitely left an impression and influenced your purchasing decisions. It guided employee behavior and customer service. An effective brand promise doesn’t have to be memorable, but it does make a real difference.
How long does it take to define our brand promise?
Not long at all. Your brand promise is part of our Brand Core chapter, and we create it while we identify your brand values. The process is quick but remarkably impactful.
Do you have a list of promises we can choose from?
No. Every step of our proven process is tailored to you and your business. We don’t come prepared with cookie-cutter solutions. So when the process is finished, you can be sure that your solution is completely unique.
How much does the brand promise cost?
Nothing. Rather, the brand promise is part of our branding process. We don’t price our services separately since our proven system is interconnected and supports every part of your brand.
Lock in your brand promise and grow your company
Contact our brand strategists to schedule a free consultation to review your brand and brand promise.
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