Ginger Zumaeta, the CEO of Motive3, helps companies develop messaging playbooks that resonate and motivate customers. A brand promise is not just a marketing tagline, but a fundamental concept that guides a company’s mission, products, services, customer interactions, and even recruitment process. Patagonia is a prime example of a company that embodies its brand promise of saving the planet in every aspect of its business, from material choices to activism.
Crafting a powerful brand promise involves understanding customer pain points, emotions, and desires, as well as analyzing competitors to identify gaps in the market. A workshop with key stakeholders can help distill a company’s core values and determine the ultimate impact it wants to have on its audience. Message testing with mini social campaigns can help gauge which promises resonate best with the target audience.
A well-defined brand promise not only sets a company apart in the market but also serves as a powerful tool for attracting and retaining top talent. Employees, especially younger generations, seek companies that align with their values. A compelling brand promise helps attract employees who are passionate about the company’s mission and values.
In today’s landscape, where customer trust is easily lost after a single bad experience, a clear brand promise is more important than ever. When rooted in genuine action and backed up by consistent messaging, a strong promise builds trust, differentiation in the market, and loyalty from customers and employees alike. Companies should ask themselves what unique customer pain points they solve, what emotions they want to evoke, and what actions make them deserving of customer trust in order to develop a powerful brand promise.