Brand Promises – The Basics
A brand is a promise to satisfy a consumer need or solve a problem better than any other brand. For that particular consumer. Every time they buy it.
The marketing conundrum is to find the “right” target (large enough for a sustainable business) by understanding the needs in the market and identifying the group (s) of consumers your brand can delight…now and in the future. What will your brand promise and how will it consistently deliver?
This goes well beyond a product. A brand is so much more…or we would all be buying less expensive generic paper towels instead of Bounty. How will this promise permeate every aspect of the brand so consumers are reassured it’s the one for them? How will your products, packaging, graphic symbols, message communication, promotional tactics, pricing and points of distribution reinforce the promise?
And, to make it last, the brand must go beyond function to emotion; capture consumers’ hearts as well as their minds.
Simplistic? Sure. Hard to do well? You bet. Possible? Absolutely. Just look at Apple, Nike and Harley-Davidson.
What will your brand promise? How will you deliver on every element, every time?
This blog is an attempt to chronicle brand promise activities and musings…please join the discussion!
