Brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo.
The best brands deliver on that brand promise in every customer interaction. The brand promise is so solid that consumers develop expectations for the brand. They trust that the brand will deliver on those expectations and its promise in every interaction.
Brands that consistently keep their promise in every aspect of their business from their advertising to their employee relations and everything in between can be very powerful.
When consumers trust that a brand will meet their expectations, not only are they more likely to become repeat purchasers, but they’re also more likely to talk about the brand. They become brand loyalists and vocal brand advocates that provide the brand with a form of word-of-mouth marketing that money can’t buy, particularly as that brand buzz travels across the social web via blogs, Twitter, Face book, and so on. In other words, keeping your brand promise leads to brand loyalty, repeat purchases from your brand loyalists, increased brand awareness among a wider audience, and new customers.
The marketer and owner of the brand has a vision of what the brand must be and do for the consumers.Brand promise is what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time. Usually, brand promise is an attribute common to ‘ Parent ‘ brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False promises. However, the extensions, or the brands under the parent brand umbrella, may stand individually for a particular trait which it has delivered over the years, for example, ‘the best sparkling teeth’, or ‘the trusted bank to bank with for centuries.