What is a brand promise, you ask?
A brand promise is the statement of your company’s unique value and the benefits of doing business with you. It conveys to your ideal customers why your business is the perfect choice. And it’s a pledge that whatever you promise, you fulfill it.
A strong brand promise makes your ideal customers think: “Yes, this business gets me!” – And that’s the start of the sales process, or what I like to call pre-selling.
A strong brand promise helps people self-identify. Your ideal customer will think: “Yes, I am in the right place!” While the people who are truly not interested in what you have to offer will go no further. This serves to shorten the sales cycle and attract more of the people you want to work with: those who see value in what you have to offer and who are willing and able to pay you for it.
What is your brand promise? Does it fall trippingly off your tongue when you’re in front of a prospective customer? Does it appear on your website or on any of your marketing material?
Every business is a brand even if you’re a sole proprietor working from home. And every brand needs a brand promise.
What does a brand promise look like?
Here are examples of some brand promises.
Notice how, because of just a few carefully chosen words, you know exactly what each company brings to the table. And notice how quickly you self-identify if you’re a potential customer yourself:
Finding a dentist in NYC is easy. But finding a dentist whose standards are as high as yours – is not. Until now…
You want to retire knowing what you’ve built will last the rest of your life.
The key to creating a knock-out brand promise is first to know everything about your ideal customer in precise detail. And I mean everything! Age and gender are certainly important. But so is where she buys her clothes and what kind of car she drives. And what kind of neighborhood she lives in. And how she feels about herself. When you know your ideal customer as well as you know your best friend – then it’s easy to create your brand promise.
Learn more about your ideal customer by downloading the free workbook at the right of this page.
And…thanks for reading!