We define a brand promise as the pledge you make to your customers when they do business with you.
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The most successful brand promises are bold, challenge the status quo, feel unique, and connect with your customers on an emotional level.
Your brand promise should be meaningful to your customer and distinctive to your business—it should be an extension of your positioning AND your purpose.
FedEx uses its promise—“When it Absolutely, Positively has to be there overnight”— as a differentiator from its competition. They consistently deliver (pun intended) on that promise.
A bold promise can reassure your audience that you won’t let them down, earning you a solid and unforgettable position in their minds.
Exercise: Survey your customers on your fulfillment to your promise. How do your results compare with Gallup’s database of highly successful companies?
“A brand is a promise. A good brand is a promise kept.”
– Muhtar Kent, CEO of the Coca-Cola Company
(We have a good feeling about this)
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