This post is one in a series designed to help SME businesses benchmark their business and create a best practice business improvement plan across all of their business processes.  You can find the links to the full series here.  

Image of man trying to lift the word promise from the bible representing the importance of the brand promiseWhat is a brand promise and why is it important to a successful business?

Your brand promise is crucial to you differentiation as it represents everything a company stands for — or does not stand for. It is the unique statement of what your company offers, what separates it from its rivals, and what makes it worthy of your customers’ consideration.

A brand promise is the tangible, emotional, and aspirational benefits your customer can expect to gain by using your brand or dealing with you. B2B companies can think of it as how your brand will create value for your customer.

With every interaction your customers have with your brand, your B2B or B2C customers are either learning what your brand promises, or experiencing the reality behind that promise.


How does your business measure up?

Review your business against this best practice benchmark now

BEST PRACTICE BENCHMARK: We have developed a brand promise that we live day in and day out. It guides product and service development and is fully embraced by the entire team..  #branding #marketing 

Here is a checklist to help you determine how well your brand promise meets this benchmark

  • Our brand Promise statement clearly describes the value we deliver to our target customers and is grounded in what they care about most.
  • We have embedded it into our business and treat it as the core focus of the business.
  • We use it as a tool for analysing and closing gaps by asking “what do we need to improve/do better, to meet our promise”.
  • It is different from competitors’ brand promises.
  • It is simple and easy for everybody to remember.
  • Our employees understand, are motivated and embrace the Promise. It gives meaning to their work and is intrinsically tied to their sense of self and purpose.

About the SMART-Connect brand strategy advisor

Peter Engelhardt

Peter Engelhardt

For 25 years+ I have been a design and marketing consultant, leading a traditional agency through the economic and technological challenges the past few decades have confronted us with. My move towards the digital side of the industry began some time around 1999 - 2000. Witnessing the degree to which the internet reshaped our industry led me to shift over time and focus on helping business & corporations to strip away the hype surrounding new media and focus on strategic planning and design that attracts.

Today you would have to say that I’m 100% fixated by differentiation. Why? Because all of the great brands that we love succeed by finding a unique position in the marketplace, and we believe small and medium sized businesses can too. So we’ve made it our mission to help passionate entrepreneurs and business creators make the transformation from a business, to brand of choice, through the power of education, strategic design and branding that connects.

Instead of merely helping my clients attract attention, I focus on helping them find their point of difference and the values their prospects will respect, so the resulting designs and branding reflect what’s meaningful to the them.

Too many companies are drawn to social media as “the answer”, but without a strategy of any kind, they actually don’t have anything worth saying or sharing. For many companies, social media simply relays faster, with greater efficiency, and to more people than ever in history, that their brand lacks depth and meaning.

By thinking strategically, making real observations and planning, anybody can build a brand that stands out (and not blend in). Having nothing to say and no distinct way of conveying your difference and value will only result in your messaging using cliches, which means you're promoting your category, not your brand.

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