Sodablog has been discussing the 6 key steps to consider before you go to a creative designer to refresh your brand. In this blog we are going to look specifically at Step 4. Make a promise you can deliver.
What is a brand promise?
As explained by Joe Pantigoso on Brand Channel, a brand’s promise is the value the brand provides the customer: 'its benefit, how it’s relevant and, ideally, how it’s different from the competition.'
How to define your brand promise?
To craft a brand promise it is best that it is simple and easy for employees to remember so it can be used as a north star in their everyday work.
To actually create a promise it is always good to get representatives from all parts of the business to come together usually through a workshop and agree on a statement that the company can deliver together. Once it has been drafted and refined by the marketing and communications team and endorsed by the executive. It is important to inform and empower employees with the new focus on delivery. An internal campaign is well worth the effort prior to launching to the public.
Next, marketing needs to ensure the promise is built into all campaigns and communications where possible. In the case of a brand refresh it is very important that the promise briefed has been reviewed as part of the refresh so that it is current and built in to the visual identity system for the communications team to communicate it effectively and consistently.
An ongoing great company promise example is Nike: “To bring inspiration and innovation to every athlete in the world.”
Interestingly the brand promise doesn’t even mention Nike products, but instead tells the consumer how they think and what they aim to do on a much larger scale than sports clothing and equipment.
So, what are you promising your customers, and more importantly are you delivering?
Want to know more ABOUT DEFINING YOUR PROMISE?
At Sodablue, we specialise in building meaningful brand promises and strategies to bring sales growth from existing customers, new customer acquisition, and build long-term brand equity. We offer consultations or workshops to help businesses build these strategies in a meaningful way.
If you are wanting your brand to be 'set apart' and or you are getting a bit stuck, feel free to contact us and let’s talk.
Otherwise for your ease and reference below are the 6 key steps mentioned in previous blog articles.
The 6 Critical steps to know before you brief a creative.
Step 1. Acknowledge the signs that a refresh maybe in order and start planning resources
Step 2. Start mapping out the brand strategy
Step 3. Know your brands difference and position in the market
Step 4. Make a promise you can deliver
Step 5. Create customer profiles for your target audience
Step 6. Write a brief for the creative agency
Blog written by | Karin Forster, Brand and Marketing Consultant