For those of you who have been following my series on building a brand, this is the last post – developing the brand promise. My most recent post covered the building blocks of a brand in great detail, and it is by using these components that an organization can build a brand promise.
The brand promise is the sentence or phrase that states the primary benefit that the brand provides to its target customers. It is a “promise” to its target customers because the benefit is what the brand must deliver every time, at every touch point. The brand promise explains the brand’s core essence, in a manner that is in alignment with the brand’s character.
In the brand development process, the brand promise is developed after the core essence, benefits, character, and reasons to believe are finalized. The team that developed the brand components should also be responsible for crafting and word-smithing the brand promise.
I often get asked if a brand promise is the same as a tagline. A brand promise, in some cases, may be a tagline, but this is very rare. A tagline is typically tied to a campaign that changes over time. A brand promise, like a core essence, is timeless. It should not change often, if at all, since the brand is built on the benefits that it consistently delivers. Additionally, while a brand promise explains what the brand delivers to its target customers, it is rarely articulated to them. Target customers most likely will never hear a brand’s exact brand promise.
The real audience of the brand promise is the internal stakeholders (employees, leaders, volunteers, etc.) of an organization. The brand promise serves the purpose of aligning the organization so that everyone understands what benefits the brand should be delivering and how these benefits should be delivered. It is the ultimate compass for an organization. If everyone in an organization understands exactly what the brand has promised to deliver (its benefits) and in what way it will deliver its benefits (character and reasons to believe), the organization has a much better chance of consistently and clearly communicating and delivering its benefits to its target customer.
With this in mind, once the brand promise is carefully crafted, it must be effectively communicated throughout the organization. Some organizations go through a significant internal brand launch to communicate the promise with a brand orientation and presentation. Others communicate the brand promise by creating “brand books” and distribute them to all internal stakeholders. These presentations and books tell the story of the brand, highlight each of the building blocks of the brand identity, and communicate and explain the brand promise. It doesn’t really matter how the brand promise is communicated, the key is that it is clearly and consistently cascaded throughout the organization so that every internal stakeholder can understand, state, and explain the brand promise. If every member of an organization can do this, the stronger the brand will be communicated and delivered to the target customer.
This post wraps up my series on a step by step approach to building a brand identity. I hope that there are some ideas in this series that are helpful. If you follow this approach for your own brand or organization, please let me know how the process goes! I’d love to hear about it!
 Depending on the number of participants in the brand development process, it may make sense for a subset of participants to develop the brand promise together and then present it back to the rest of the participants. Otherwise, the process of writing the promise can get tedious with too many writers.