Every time you buy a product or service, you let yourself be carried away by a preconceived mental image of what your purchase will do for you, how it will improve your life. These expectations are based on assumptions and, as such, can lead to real disappointment when not met. Sometimes these expectations are supported by the recommendations of others. And other times they are communicated by the brand itself.

In one way or another, you need to base your promises with a solid strategy that leads you to identify why your brand is or should be important. If your product is really good, you can back up that promise with a warranty. Both of you will be in charge of communicating why customers should choose your brand over any other.

It’s about so much more than telling a good story. Let’s think that one of a brand’s greatest assets is its ability to be trustworthy, and that trust is built over time by proving that the claims are real. To achieve this, it is necessary to move from words to deeds, showing coherence, and never falling short of what is expected. Undoubtedly , brands are judged by the strength of the evidence that supports their claims, that is, by the set of favorable experiences they generate.

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The Trust Factor

What is a brand promise?

A brand promise is an extension of positioning, understanding positioning as the reason that allows a brand to germinate, grow and prosper. In the brand promise we find the essence of positioning distilled towards the main benefit that makes it desirable.

5 Steps to Develop Brand Promise.

  1. Identify the core target

Start by looking at your current or potential customers and identify who are or can be the best, the most like-minded. Put yourself in their shoes and analyze what they need and how they think. Once you understand them, you can decide what needs you can focus your brand strategy on.

  1. Focuses

By focusing on the best customers and focusing on those few things that interest them, you will be laying the foundations for good positioning. Think that you can’t be all things to all people. By choosing a few key areas, you make it easier to be recognized, as well as deliver on what you promise.

  1. Resistance

Once you have your positioning focused, focus on detecting the points of resistance, those that can constitute doubts for the buyer to reach the purchase. What could take away from their trust? Find out what’s standing in the way of saying “yes” to your offer.

  1. Answer

Take those doubts and figure out what you can do to solve them. If they’re worried about running out of stock, promise you’ll have a restock. If they’re worried about the product going bad, promise to offer a 3-year warranty…

  1. Reward

To strengthen your promise, you have to decide what you’re willing to risk. A good guarantee communicates to the customer that you’re so confident in your ability to deliver that you’re willing to reward them if you don’t keep your promise.

With the brand promise, we are able to connect a consumer need with a benefit of our products or services and differentiate ourselves from the competition. Keeping your brand promise is one of the most important things you can do to show that you truly value customers. Engaged customers are the capital you need today because they will help you grow tomorrow. And there is no better way to achieve business growth than to have the support and recommendation of the customers with whom the promises were kept.


Carlos Puig Falcó

CEO of Branward