Establishing a Brand Promise

Ed BurghardA brand is a promise. It sets an expectation of an experience. It answers the question – What’s in it for me? To be effective, the promise must be relevant, competitive and authentic.

I’m often asked about how you determine what the right promise is. After all, a product, company or community can promise many things. How do you figure out what the right thing to promise is?

Every Agency has its own trademarked process. They’ll share examples of how their approach  consistently delivers a winning answer to the question. But typically, the best approaches follow four simple steps.

4 Step Process to Defining a Brand Promise

Step #1 – Understand the current users of your product/service or the companies doing business in your community. Develop insights into why they prefer your offering versus the competition. These insights are critically important to successfully defining your brand promise. Many times this foundational step is cut short or glossed over altogether. Avoid the tendency to assume you already know the answer. Take the time to dig deeper. Approach the exercise with an open mind and don’t go into it with a pre-conceived notion. If you are not genuinely willing to listen and learn, then you are not ready to begin the journey.

It is important to understand what the important frustrations they face and desires they have. What do they believe related to those frustrations and desires? How well do they believe your product/service/community addresses these needs?

Step #2 – Create a list of potential promises you can make based on the insights you generated from step #1. You should be able to articulate which insight underpins each promise. Think in terms of completing this sentence – One of the key reasons current users select my product/service/community is they believe _____________, therefore if I promise people ____________________ they too will preferentially select my product/service/community over the competition.

Step #3 – For each potential promise, create a 1-page promise statement. At the top of the page clearly articulate promise. Then answer the question of how selecting your product/service/community will make their life better. There are three broad categories you can consider to answer the question. You can think about offering a new benefit that the competition doesn’t offer or focus on. You can offer a new combination of benefits that resolve a trade-off people know they would typically make today. Or, you can offer a new level of benefit. Now write three reasons to believe the promise is authentic.

Let’s look at a hypothetical example so you can visualize what a 1-page concept statement looks like. Take the scenario of a mid-sized community with a growing base of OEM manufacturing companies. In step #1 your research turns up that the ability to rapidly get parts delivered is mission critical to the success of the just in time production strategy they have built their profit structure around. As a result, you decide one promise you might make is that your location has multi-modal access capability that provides important redundancy in delivery options to ensure consistency in parts availability.

Promise – If you locate your business in our town, you have the assurance of knowing the risk of your production line being idled because parts can’t be delivered from your suppliers is minimized.

Reasons To Believe

  • Our town is located next to a multi-modal hub that provides access to air, rail, road and water delivery services.
  • The three manufacturing operations in our town source parts from around the world and have never had to shut down production because available parts could not be delivered.
  • The local College has a degree program focused on operations management and logistics training providing you have access to a labor pool of people skilled in just in time production management.

Note, at this stage the concepts are not written in promotional language. They are written in a factual and straightforward manner. Conversion to promotional language takes place after you’ve decided what the promise should be.

Step #4 – Test your promise statements. This can be done either through qualitative or quantitative market research (or a combination). The objective of this step is to identify the best statement of the bunch. Typically, bet is defined as the promise that is capable of creating the greatest level of interest to purchase. In the above case of the mid-sized community it would be determined on the capability of a capital investor wanting to select the community as a location to include in the short list of options taken into due diligence.

However, just identifying the best statement of the bunch is not sufficient. You must also determine if that promise is sufficiently compelling to create enough purchase intent to achieve your growth goals. If the answer is no, then your work is not done and you will need to repeat the process. It is rarely smart to invest behind promoting the best of a poor set of choices.

Discussion

Hopefully I have helped demystify the exercise of defining a brand promise. For most people, this is not work that is done routinely. As a consequence it is often smart to hire an Agency (or consultant) with a proven track record of success in facilitating this process. You can check their trademarked approach against the four steps described above. That will help you get past the bells and whistles so you can better evaluate how robust their approach actually is. In fact, I think it would be totally appropriate to author your RFP around the four steps to ensure you get value for your money. Beware of any Agency (or consultant) that proposes a solution without having done a thorough job of listening and learning (step #1). Regardless of their experience, your situation should be assumed to be unique until proven otherwise and they should approach it as such. If not, the process will be off on the wrong foot right out of the gate.

What is Your Experience?

If you have managed a process for defining a brand promise, how was it similar or different to what is described above? What did you find worked well? What problems did you encounter? If you could do it over, how would you improve the process you followed? How hard was it to get people on your team to suspend personal biases and let the data lead their thinking? While described simply above, defining a brand promise is as much an art as a science and experience with the process matters. Sharing your experience will help add some real world context to the discussion.

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17 Comments so far

  1. Miki Ellsworth

    March 15, 2012

    Don’t make promises no one is keeping.

    Ed, your branding methodology is well researched and pathed out.  Experts such as yourself always seem to lay a solid foundation. There needs to be ongoing and remedial checks and balances for the failure to execute the brand promise. It seems branding initiatives are well conceived.The ill conceived aspect is in the ability to carry out the ideals in a systemic way that is measurable and consistent. Allowances need to be made for an acceptable rate of failure, along with a great effort to curb the unacceptable degree of failure that leads to the faltering of the brand promise. 

    The failure of most brands is in execution, not promise.
    I would suggest that those implementing the branding strategies follow up on the customer experience. Finding out firsthand if the brand promise is executed or reinforced is the true gage. Posing as a potential or a sample client would provide the true brand experience. 

    Not everyone gets the notion that every time a sub-par product goes out the door, the brand’s reputation goes out the window. For every service failure, there is a disgruntled client voicing their dissatisfaction in that brand’s token promise. Reputations can take years to build, mere moments to crumble. 

  2. Edward

    March 15, 2012

    Miki – I couldn’t agree more with your point about authenticity and having a process in place to ensure the brand promise remains authentic over time. You might like this post:

    http://strengtheningbrandamerica.com/blog/2011/08/make-an-authentic-promise/

  3. Steven Mason

    March 16, 2012

    Ed,

    Excellent points, particularly on authenticity. Authenticity is not the only aspect of the brand promise, but it is the sine qua non. No authenticity, no long-term brand, just a meteor streaking across the sky. This is why a con man or sociopath can have a great brand in principle, but the lack of authenticity (in fact, the antithesis of authenticity) necessarily destroys it and the person.

    Another consideration is the type of brand — i.e., is it a lifestyle brand, does it have the potential to be a lifestyle brand, or is it another animal entirely?

    Steven

  4. Alvaro Gallart

    March 17, 2012

    ALVARO GALLART • Hi Ed, among the array of methods to identify the brand promise I found one that yielded goos results: 1.Identify competitive advantages-2.Turn those advantages in benefits to your audience/target group-3.Pick those more relevant for your target-4.elevate them to a brand promise providing the brand can deliver what is being promised.
    Hope this viewpoint is of help, regards.

  5. […] the copy in either advertisement. Instead, it is treated as a logo element. This is a sign that the community promise may not be sufficiently compelling. A disciplined approach to branding would suggest there were […]

  6. […]   […]

  7. Bill Baker

    February 16, 2013

    Ed, Once again, a very helpful post. Unfortunately, way too many places settle for an anemic brand promise because that is the easiest path to keeping everyone happy. Your steps “force” them to consider the elements that will help them to stand apart in ways that are relevant, compelling and sustainable. Well done!

  8. Linda H DiMario

    February 17, 2013

    The concept of a brand promise becomes reality when you are compelled to deliver on it. That’s what ought to keep a brand promise authentic, practical and pragmatic. However, too often, this bottom line approach is obscured or highjacked by the rose-colored glasses of pride, wishful thinking or aspirational expectations that people bring to the table. While all these attributes are essential parts of its construct, they cannot dominate a brand promise and expect to build a reliable and consistent platform from which to promote and sustain an identity and reputation.Can an organization, community or destination DELIVER on it every day? Because that’s how your customers will evaluate and judge you – not by what you hoped for or even intended – but what was delivered.

  9. Ed Burghard

    February 17, 2013

  10. […] The Burghard Group | Strengthening Brand America http://t.co/GfTA39kt  […]

  11. […] The Burghard Group | Strengthening Brand America http://t.co/GfTA39kt  […]

  12. Dave Taylor

    February 20, 2013

    Authenticity is not always what you would assume in branding. There is some research that shows that what’s perceived as authentic by the customer, may not require “real” elements. Marlboro is a great example, of course. Here’s an article that references a Journal of Consumer Research paper on the topic:

    http://www.taylorbrandgroup.com/services/brand-central-station/article/71

  13. […] The Burghard Group | Strengthening Brand America: http://t.co/v5MZ7KAYVx  […]

  14. Hana Guenzl

    February 22, 2013

    Thank you Ed – liked your post and also did read all the comments that followed. I would like to add to those… It is not only an authentic promise but also the ‘bona fide’ of its delivery.

    I agree, it’s a simple process. In it’s preparation focus on w’s and how’s – a quote I like using at Brand Forums is by Robert Louis Stevenson – “I have six honest servants: they’ve taught me all I know. Their names are what, why, and who, and when and where and how”.

    Your Brand promise needs to communicate to the market all the w’s to buy from you, you have the know-how the market seeks and you will follow through and meet its needs.

    Therefore, demographics and psychographics of targeted audience are vital. You should always keep in mind that ‘consumers buy for their reasons, not yours’. Because consumers are choosing Brands that have the values and right meaning to them.

    Branding is not about technology but about psychology – use a secret key: Emotions

    Have an inspiring weekend Ed.

  15. […] The Burghard Group | Strengthening Brand America: http://t.co/EfDsB7p9k6 #brands  […]

  16. greg wood

    February 23, 2013

    A very simple (read powerful) alternative to this method is to fill out this statement.

    Convince (target market) that (brand promise) because (unique value proposition)

    For example: Convince jaded, skeptical and “under pressure” CEOs and CFOs from small to mid sized American manufacturing companies that the Pioneer Valley Region is the best location, partner and advocate for US manufacturing because labor is skilled and plentiful, infrastructure is well established, supply chains are robust and the tax breaks are the best in the country.

  17. […] The Burghard Group | Strengthening Brand America http://t.co/GfTA39kt  […]

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