We all can think of brands who have a promise to their customers… stumped? Let’s define what a brand promises is, why it’s important and then talk about a few of the iconic brand promises.
Brand promise is similar to brand values and purpose – it is the connection between their perception of what your brand values and your brands mission or purpose. You want a brand that stands for something – hence the need for a purpose to gain relate-ability and traction among customers. The brand promise – is the core of the business and should encompass the entirety of the company. This is something customers will anticipate each time they interact with the brand – stronger branding resonates more in the minds of the customers. Much like all other components of branding, it needs to be simple, speak to the customer and be memorable, but also differentiate the brand from competitors. Sounds tough to pack all those meaning into a simple, short, all-encompassing brand promise right?! How do marketers do it!
Let’s take a look at some iconic brand promises that truly resonate with customers:
Disney: “Creating happiness through magical experiences.”
Nike: “To bring inspiration and innovation to every athlete*”
Levi’s: “Quality that never goes out of style.”
IBM: “Let’s build a smarter planet”
All I provided in regard to the companies above was their brand promise. I’m sure when you read each one, examples of how each of these brands represent these promises began popping up in your mind. That could be the iconic nature of Levi’s vintage jeans that are still a hot ticket item worldwide, or Disney theme parks making fantasy become reality. The ideal brand promise is almost unconsciously recognized by the customers and when read sparks thoughts in each mind. It should be a personification of the brand in a singular statement. It is because of a promise that a brand becomes iconic.