Ideally this also differentiates you in the market and is measurable.
A quick online search for the phrase “brand promise” trying to find real world examples results in most examples being generic business buzzwords that are meaningless and frankly pointless. Often a waste of good ink.
You will find things such as “To provide the best service in our industry” and “To meet the needs of all stakeholders”
These phrases are pointless because they are not measurable. Can a salesperson say to a potential client “We provide the best service in the industry”? A potential client just wouldn’t believe them and this would cause the potential client to lose trust in the salesperson. If however the salesperson said “Our goal is to provide the best service in the industry, and I can tell you that we consistently rate 15% higher in customer satisfaction scores than anyone else in our industry” it would increase the trust with the salesperson (if they could produce the figures).
However being able to provide higher service levels might meet the Core Customers want, but it might not meet the Core Customers need. For example when Blockbuster video struck a deal with the movie studios to split profits on video releases rather than simply buy copies it meant that they had perhaps 100 copies of the latest release, whereas other smaller video stores only had 4 or 5 copies. If you were a smaller store you probably had only 4 or 5 copies of the latest release and it didn’t matter how good your service was, Blockbuster was meeting the customer need to have available the latest video release that day. People would literally drive past 5 video stores to get to a Blockbuster because they knew Blockbuster would have the video they wanted in store.
For Naomi Simson at RedBalloon, an Australian online experience gift retailer, she knew that the Brand Promise had to hurt when they failed to deliver on that promise to the customer (what we call the Catalytic Mechanism) and she knew it had to be unique as well as meeting the Core Customers need. Simson was told by a friend “I love your website, I use it as a directory and then I just Google it directly“. Naturally Simson was pretty upset at hearing this but it helped her to understand that a part of the Core Customers need was to not only have all the experiences available in one directory, but they also needed to be available at the same price you could buy them anywhere else.
After learning this customer need, RedBalloon developed the brand promise that “If you come to RedBalloon you won’t pay any more than if you go direct“. Then they developed the Catalytic Mechanism “if your do (pay more) we will give you 100% of the experience back“. This Brand Promise both delivered what the Core Customer needed, and focussed the team on consistently delivering the Brand Promise as no one wanted to cause a refund for a customer.
Learn more about the RedBalloon Brand Promise in this video.