Why Promises Must Be Kept: The Importance of A Brand Promise

Tejas Nair
Nov 4 · 3 min read

What is a Brand Promise?

Anyone in business will tell you that a brand is a complex organism (Hinge Marketing, 2019).

According to Simplicable.com “a brand promise is a short statement telling customers what they can expect from your brand”. Some brands couch their brand promise within their vision and/ or mission statement while other brands categorize it as a separate priority altogether. A brand promise is essentially an extension of a company’s positioning (Hinge Marketing, 2019).

More Than Mere Words

Some experts see a brand promise as something more than a statement, something bigger than a company’s vision and mission. In fact, a brand promise is how the organization forges strong and meaningful relationships with its employees and customers. A brand promise does not limit itself to, for example, the quality of the product or how it’ll make the consumer feel on using it. It goes much further than that. It is an extension of the organization’s values and goals, vision and mission. Therefore, brand promise is by far the most important aspect of branding.

The Promise of FedEx

Not only does brand promise focus on boosting sales and raking in profits but, building a reputation in the market. Let’s take the example of FedEx. Fedex’s brand promise goes like this: Your package will get there overnight, guaranteed.

Over the years, FedEx has made sure that it kept its promise well so much so that overnight and timely delivery have become synonymous with FedEx. Thanks to fulfilling its brand promise, FedEx has instilled a strong sense of trust and brand reliability in its customers. This is why making a brand promise and then striving to fulfil it can work wonders for your brand and create a niche in the market.

The Role of Brand Promise in Organizational Culture

A brand promise is not just a promise of words but must translate into action for it to be useful and serve its purpose. It is important to note that the purpose of a brand promise does not stay limited to its consumers but also influences an entire organization right from the top-level management to the bottom. A brand promise is a good guideline for an organization to follow and achieve its goals and targets as it moves the same direction with a singular purpose. A purposeful brand promise actually has the power to shape your organization’s culture in a positive way.

Whether your brand is a creative advertising agency like ours, a logistics company, a food brand etc. an achievable brand promise can most certainly transform the way your brand functions and is perceived.

Eight Petals Creative Solutions Pvt. Limited is a full-service creative branding, advertising and marketing agency in Ahmedabad, INDIA.

I’m a workaholic entrepreneur and marketer. When I’m not working, I listen to music and analyze stuff. Then I blog about them. Some people call me weird, okay.

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