Promises, Promises

Let’s talk about your brand’s promise.

Previously I wrote about the RPV Sessions, (Reputation, Promise, Vision) that we have at the agency. (see the February 14 post) These sessions, when done correctly, help us gain clarity on what our brand and it’s position is. We end up with a list of “power words” tailored to the brand and it usually generates some Big Honkin’ Ideas.

The first step was the brand reputation; the next step is the brand promise.
The promise refers to the tangible attributes of the brands product or service. It lets you see exactly what you are selling, what it is and what it does. It lets you understand what you have that the competition doesn’t, and what the competition has that you don’t.

It’s a car, or a vacuum cleaner, a sandwich or a tax service, landscaping or designer jeans.
In addition the product or service has features:
- 26 flavors
- Money back guarantee
- A 10 horsepower electric motor
- Once a day dosing

It’s the brand’s promise to the buyer that clearly defines what they are going to get when they purchase your product or service.

This is where you take a hard look at what you are promising and be very sure that you are paying the promise off. Promise is a very strong word, that’s why I use it.
If your brand breaks its promise, your brand is a liar.
Reputation, Promise and Vision are closely linked together and if you break a promise, it will affect your brands reputation and vision.

Here’s a great saying:
“Nothing kills a bad product faster than good advertising”

The reason customers don’t come back is because a brand failed to deliver on its promise. Great brands always deliver, always. That’s how they became great brands. When I open a bottle of Coke, I know, beyond a shadow of a doubt what that Coke is going to taste like and that it’s going to be refreshing. When I get into a Volvo, I know that I’m safe. When I stay at the Four Seasons, I know that I’m going to get great service.

Now you have a column of your brand’s reputation words and a column of the brand’s promises. The reputation words helped you set a look or tone for the brand. The promise words help you understand exactly what you are selling. Next I’ll write about the Vision and how it brings it all together.

Jon