Brand promise. brand pyramid

last updated Tuesday, December 3, 2024
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John Burson

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What is Brand Development?

Brand development is the process of creating and enhancing your professional services brand. At Hinge, we divide this process into three phases:

1. Brand Strategy
   Ensure your brand strategy aligns with your business objectives.
2. Brand Tools
   Create essential elements like your logo, tagline, and website.
3. Brand Strengthening
   Implement a marketing program to boost your reputation and visibility.

What is a Brand Promise?

A brand promise extends a company's positioning, representing the tangible benefits that make a product or service desirable. It can be explicitly stated or subtly expressed through the brand experience. For example, FedEx's claim, “when it absolutely, positively has to get there overnight,” is a memorable brand promise that resonates today.

At 140 Avenue des Champs-Élysées in Paris, McDonald's—not the typical gourmet eatery—thrives by delivering on its brand promise of providing inexpensive, familiar, and consistent meals quickly in a clean environment. Regardless of the location, customers know they can count on crisp fries, convenient coffee cups, and well-maintained bathrooms. 

A promise is only effective if kept; failing to do so can harm a company's reputation and sales. Although some might think it’s safer to avoid making promises, that would mean missing opportunities. A confident business with a compelling customer experience can differentiate itself in the market and attract more clients.

While brands can be challenging to control, a well-defined brand promise offers significant leverage over the brand experience, helping to set client expectations and generate excitement.

Brand Promise Examples.

A promise can shape a company's identity in the marketplace. Below are several examples of companies that create expectations and consistently meet them.

• IDEO — Industrial design for companies that want to innovate
• Lynda.com — High-quality training that’s affordable and convenient
• Apple — Own the coolest, easiest-to-use, cutting-edge phones, computers, and other consumer electronics.
• FedEx — Your package will get there overnight. Guaranteed.
• McKinsey & Company — Hire the best minds in management consulting.

 
 
 

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