More than a slogan: Why a brand promise is such a vital marketing tool

MAD Contributor-Freak, Carrie Schuessler, has some promising words regarding brands.

Read the following brand promises and see if you can name the company:

15 minutes or less can save you 15% or more on car insurance.

Think different.

Expect more. Pay less.

Chances are you guessed them. But what sets apart the Geico, Apple and Target brand promises from the rest? The fact that they actually deliver on them. And this is where your firm must begin as you work to develop your own brand promise.

These statements are more than a catchy slogan. They are a contract between you and your customer. If you do what you promise, your customer is satisfied. If you do more, you have exceeded their expectations. So how do you articulate and deliver a simple brand promise?

Make it measurable

In his article, The Best Brand Promises We’ve Seen, Kevin Leifer offers the example of FedEx:

When FedEx first started out, their brand promise was, “We will get your package to you by 10:30 am the next day.” Time is a measurement we all agree on. If the package arrives prior to 10:30 am, the brand promise is kept. Starting at 10:31 am, the promise is broken. A strong brand promise is easy to measure against.

Target’s slogan of “Expect more. Pay less.” also offers measurability. They promise that their store offers a premium shopping experience without the high price tag. And their tremendous success suggests that customers feel they are keeping this promise.

Don’t make it all about you

A brand promise is not the place for listing your firm’s accomplishments. Instead, it should be used to communicate how you will meet the customer’s needs. Inc’s article, 4 Words or Phrases to Avoid in Your Brand Promise suggests that you “try to answer the question, what role does your business have in the world? “

Avoid the marketing fluff

Be simple. Be concise. Be specific. Consumers can smell a vague, fluffy tagline a mile away. In contrast, offer a content-rich brand promise. Think of the Coors Light slogan, “The World’s Most Refreshing Beer.” These 5 words are packed with meaning. First, they sell beer. (Yes, don’t forget the obvious!) Secondly, their beer is refreshing, which is the purpose of a light beer. Finally, it is the best in the world, which almost issues a challenge to the consumer to taste it to find out.

Do you need help articulating and delivering a simple brand promise? At The MAD House, our specialty is developing dynamic marketing solutions for companies like yours. Contact us today to find out how we can partner with you!

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