What Is a Brand Promise?

Brand promise (Brand Promise) is all the guarantee a brand gives consumers. What a brand promises to consumers reflects the business philosophy of a company.

Brand Promise

Brand promise (Brand Promise) is all the guarantee a brand gives consumers. What a brand promises to consumers reflects the business philosophy of a company.

Brand commitments include product commitments and are higher than product commitments. A holistic product concept includes three aspects:

First, promise to find the right spot.

Some companies like commitment, but often as

Chinese bath emperor repositioned

Locating a brand is easy, but how to implement your brand promise in all aspects is far more difficult.

Position your brand ... and what do you do?

Companies have increasingly realized that they must actively manage their brand promises in the market, positioning their brand first, then spreading it, and making it a habit.

Generally, defining a brand goes through these processes: conducting qualitative in-depth interviews with customers and employees on the value it brings to the market, conducting data analysis and developing a series of conceptual tools for brand positioning. These tools can be used to regulate actions and decisions and make employees more aware of how to deliver on brand promises.

Many times, companies spend a lot of time and money building their own brands, but they go back to the starting point. Advertisers will use a flashy idea rather than an event to clearly show the difference of a company. For example, a newly-appointed vice president of marketing hopes to bring fresh feelings through "new information", but as a result, he fails to publicize how the company implements its brand promise. Or an entrepreneur forgets that his main job is to use the brand as a strategic driving force for the development of new products and services to guide the merger and acquisition process. As a result, employees no longer use branding tools to guide their practices and decisions. You are finally back to where you started.

Positioning a brand is easy, and using the brand to guide practice and communication is much harder because new attempts are needed. The following five points can help you implement your brand:

1. Bring your team together and let everyone use brainstorming to say 5 things to do to practice the brand, 5 things that should be stopped and 5 things that should be continued For example, a health clinic decided to change its waiting room to make it more in line with the "enthusiastic" brand promise; a cold drink shop decided to say the customer's name when they welcomed repeat customers to realize their brand promise-"and Customers build close relationships. "

2. Use one page to explain your brand image, list your brand promises on it, and ask employees and sellers to learn to use the brand to guide decision-making and publicity. You can also make it into a card, screen saver, etc. or include it in an employee handbook.

3. Incorporate it into the recruitment, evaluation and reward system so that people will know how to implement the brand is an auditing standard for them. For example, during the recruitment process, you can ask the candidates questions and judge whether they can receive customers in a way that meets your brand promise. You must ensure that your assessment system can at least partially determine whether your employees have implemented the brand promise well.

4. At a company meeting or adoption

1.Analyze the industry environment

You can't create a partition in a vacuum. The competitors around you have their own concepts. You have to fit the industry environment. First, you have to start with competitors in the market and figure out their approximate position in the minds of consumers, as well as their strengths and weaknesses. Second, you need to consider what is happening in the market to determine if the timing of the segmentation concept is appropriate. When the famous Seattle-based clothing retailer Nordstrom introduced the concept of "better service", the timing was good: At that time, the entire department store was busy cutting staff and lowering service standards to save costs. Positioning is a bit like surfing. Too early or too late, you may be buried in the sea, grasp the best time, and you may get a good segmentation.

Finding the concept of segmentation

After analyzing the industry environment, you need to find a concept to distinguish yourself from competitors. For example, there are 3,600 universities in the United States, more than any other country in the world, but they are similar in many aspects, and they are almost willing to accept government aid as scholarships and loan loans. (Hillsdale College) came up with a notion of rejection: rejection of government funds, even loans with a federal background. At that time, few competitors dared to do so. Hugh West proposed the slogan "We are not affected by the government" and positioned the school as "A Mecca for Conservative Thought." The concept is deeply rooted.

3. Find support

With the concept of segmentation, you also have to find support points to make it authentic. For example, the once heavily indebted IBM successfully implemented a strategic transformation by providing integrated services to customers, which is based on IBM's scale and multi-domain technical advantages-they are IBM's natural support points. Any segmentation concept must be based on evidence. For example: Pontiac's track with "wide track" is wider than other cars; Coca-Cola is "authentic Cola" because it is Coca-Cola. The inventor ... The segmentation is not an aerial pavilion. Consumers need you to prove to him that you must be able to support your concept.

4. Communication and application

Not that with the concept of segmentation, you can wait for customers to come. In the end, companies need to rely on communication to embed concepts in consumers' minds and establish their position in applications. For one thing, companies should try their best to reflect the concept of segmentation in every aspect of their communication activities. On the other hand, a true segmentation concept should also be a true guide to action. Only when the concept of segmentation is not only accepted by others, but also implemented in any place where everyone can focus, such as corporate research and development, production, sales, service, logistics, etc., can you say that you have established your own positioning for the brand.