How to Articulate and Deliver A Simple Brand Promise

Annie G. writes this week on articulating and delivering a simple brand promise. Read on!

When organizations develop brand promises, they are usually full of good intentions and commitment. But over time, these promises tend to become diluted or vary from the original idea. And even worse, they change in a way that no longer reflects the organization’s values or culture.

That’s dangerous territory for any organization to be in — after all, your brand promise is what makes your product or service desirable in the first place. So what can you do to continue articulating and delivering a simple brand promise as your company grows?

The answer lies in effective brand stewardship of a simple brand promise.

Keep It Simple

If your brand promise is complex, it will eventually morph into something more manageable, or be forgotten altogether. An effective brand promise is a simple one — something that can easily be explained to new hires and effortlessly remembered. A good rule of thumb is that if you cannot explain it in one sentence, you have a problem.

Effective Brand Stewardship

Who is responsible for your brand? Who ensures that it is being followed throughout the organization? If the answer is “no one” then go find someone who can commit to protecting your brand and its future. This is especially important for companies experiencing rapid growth. By its very nature, growth makes it difficult to control your brand — yet that is when strong brand stewardship is more important than ever.

And while it may be most effective to have a team of individuals held accountable as brand stewards, the truth is that keeping your brand promise true is the responsibility of the entire organization.

How do you do that?

  • Have clear, direct branding guidelines readily available for all employees
  • Hold brand trainings and include these as part of orientation for all new hires
  • Lead by example and include your brand promise in company meetings when possible
  • Again, keep it simple! If your message and “why” isn’t clear, it won’t be memorable or impactful.

As you can imagine, crafting a simple brand promise and sticking to it is much harder than you might think. Luckily, there’s help available to make it much easier to build a strong, unique brand for your business: The MAD House. Contact us to learn how your business can have a powerful, influential and valuable brand that supports true growth.