Brand Promise = Strategy
What is your promise to your customers?
This question may sound simple, but its implications are profound. Many companies struggle to articulate a brand promise that not only resonates with their customers but also drives their strategy. In this article, we’ll explore how a strong brand promise can become the cornerstone of your business—and why it’s much more than just words.
Understanding the power of a Promise
Let’s start with an analogy. Imagine promising your kids ice cream after dinner. A busy day comes and goes, and you forget about the ice cream. What happens next? They remember, and you’re left scrambling to make it right, likely spending more on fancy desserts to repair the trust you broke.
The lesson? A promise is not just a casual statement—it’s an expectation. In the same way, when businesses make promises to their customers, they create expectations that must be fulfilled. Failing to do so undermines trust and damages relationships.
The strategic role of Brand Promises
Here’s where it gets interesting: a well-crafted brand promise does more than set expectations. It can become a critical driver of your strategy. To achieve this, your promise must do two things:
Examples of strategic Brand Promises
Some companies use their brand promises not just as marketing tools but as frameworks for their entire strategy:
Domino’s Pizza
For years, Domino’s promised “Pizza in 30 minutes or less.” This wasn’t just a tagline; it was a guarantee. If they failed, the customer didn’t pay. This promise required precision across the company - from store locations to delivery logistics. It wasn’t easy, but it worked because it aligned with the needs of their core customers: fast, affordable pizza for hungry students. Their promise didn’t just inform their strategy - it was their strategy.
FastCat Ferries in the Philippines
In a region known for ferry accidents, FastCat differentiated itself with a safety-first approach. Over a decade, they’ve maintained an impeccable track record. While their exact brand promise isn’t widely publicized, their operational focus on safety, punctuality, and comfort speaks volumes. Their team knows the stakes, and their performance reflects this commitment.
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Turning your Brand Promise into a strategic asset
To make your brand promise a strategic driver, consider these questions:
1. Does it solve a key customer pain point?
Identify the biggest obstacles your core customers face when deciding to buy from you. Your promise should directly address these concerns.
2. Does it push your organization to excel?
A strong brand promise should challenge your team to consistently deliver exceptional results. It should be measurable and have real consequences for non-performance.
3. Is it central to your strategy?
Your brand promise should guide decision-making across your organization. If it’s disconnected from your operations, it’s just empty words.
A brand promise is far more than a catchy phrase - it’s a strategic tool. When designed thoughtfully, it aligns your organization, builds trust with customers, and creates a competitive advantage. However, crafting a truly impactful promise takes effort and intentionality.
If your brand promise doesn’t feel like the backbone of your business strategy, now is the time to rethink. A promise is powerful only when it’s backed by action.
Over to You
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