1
We define a brand promise as the pledge you make to your customers when they do business with you.
2
The most successful brand promises are bold, challenge the status quo, feel unique, and connect with your customers on an emotional level.
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But what goes into this deceptively simple element of your brand?
4
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.
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A bold promise can reassure your audience that you won’t let them down, earning you a solid and unforgettable position in their minds.
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Exercise: Survey your customers on your fulfillment to your promise. How do your results compare with Gallup’s database of highly successful companies?
7
“A brand is a promise. A good brand is a promise kept.”
– Muhtar Kent, CEO of the Coca-Cola Company
8
(We have a good feeling about this)
Extras
