Why You Need a Powerful Brand Promise

When I first heard that I needed to offer a “brand promise,” I felt my heart jump into my throat. I knew my clients expected results. But I also knew there were just too many variables involved in those results that I had absolutely no control over.

What if I did my best, but the client did things other than what I recommended?

What if I did my best, but the client did what I recommended, but also added in their own activities that undermined the approach I was using? 

What if I did my best, but the client didn’t do the work? 

In all of those scenarios, I knew that such clients would not get the results I wanted for them. So, how could I promise results up front when I didn’t even know if we would even see them? 

This was why I had a problem with offering a brand promise: I was afraid to offer one because I didn’t realize what an actual brand promise was. 

What is a Brand Promise?

First and foremost, it isn’t a guarantee. A lot of contingencies come into play, and you want to make room for that. 

Second, it needs to be focused on what you provide. Anything beyond that is out of bounds. 

Third, it needs to inspire. You don’t want people to read it and go, “whatever”. When they see it, it should hook their attention. 

Fourth, it should be memorable. Once they’ve seen it and been hooked by it, you want them to carry it with them after they leave it behind. If it sticks, they are more likely to return. 

Why Do You Need a Brand Promise?

Have you ever started watching a video on YouTube because the title seemed kind of interesting? Then, after a few seconds of watching it, you find yourself thinking, “can you get to the point”? Then, you wait a few seconds longer, and decide to bail.

We live in a fast-paced society and time is at a premium. When people come to your website, they need to go right out of the gate what it is that you can do for them. That means no lollygagging. No beating around the bush. No hemming and hawing. It’s a very direct “this is what you get when you work with me”. You need a clear and concise brand promise because people simply don’t have the time or energy in today’s world to have to figure it all out. Make it easy for them. Because the more mental effort they have to put into it, the less likely they are to buy.

Just think about it for a moment. Do you really want to buy something if you don’t even know what it does? A brand promise offers the buyer a sense of security so they know what they’re getting for their money.

Also, if you do it really well, your brand promise itself becomes a form of vision casting. One of the things you do when you cast a vision is you trigger hope. They have a problem, and in this one brand promise they experience the possibility of a solution.

Not only does a great brand promise help your potential clients become clients, it also helps you. Because your brand promise identifies clearly what you do right now, it can help keep you focused. It is a constant reminder of where you need to put your time and energy. It’s not to say that you can’t expand. But it certainly helps you to become more aware of when you’re interest start to creep. Then as you add new things, you can update your brand promise.

Examples of great brand promises

Apple” “Think different”

This may be my favorite one. It will naturally appeal to those people who are on the edges, those who can appreciate the new and different. That audience tends to include early adopters. And early adopters can often set the pace for everyone else. It’s definitely inspiring.

Geico: “15 minutes or less can save you 15% is more on car insurance”

Even though apples brand promise is my favorite, this one is actually better. It doesn’t get any clearer than this. For anyone who’s trying to save money on car insurance, it becomes instantly appealing.

Walmart: “Save money. Live better.”

And this is the best of the three. Anyone who is on a budget knows how tight finances undermine quality of life. Everybody wants a better life, on some level. And Walmart is offering everyone the opportunity to embrace one.

Your Entire Marketing System Begins with a Powerful Brand Promise

When people encounter your marketing, they want to know right away what’s in it for them. And you want them to hear what you have to say and go, “Wow! I need this!”

And that’s where it begins. A brand promise is vital, but it’s still only part of a much wider system.

If you want to learn more about how an entire marketing system works, I strongly encourage you to check out Heather’s free Get Leads & Clients Method Masterclass. You’ll be glad you did.