Brand Promise Killed the Mission Statement
How companies got mission statements wrong, and forgot about their customers.
Brand Promise is at the heart of every project we take on at Backroom. Even demand and lead gen ones.
Why:
It is the single most effective tool in creating loyalty on an emotional level
Messaging and creative is forced to pass the Promise test, creating meticulous consistency
Employees get excited and motivated to deliver on a clear, shared goal
People make emotional decisions that make them feel safe, and safety happens when promises are kept
Mission, Vision, Values Aren’t It
So many brands invest in Mission, Vision, and Values which, don’t get me wrong, can be useful exercises in determining direction for a brand framework. In over 15 years of working with brands I haven’t read one that sound wildly different from everything else out there, but they can be valuable if the team knows their place and purpose (it’s not about us copy for your website).
The real issue is when these documents are used as the foundation for a brand’s messaging. Usually combined with a list of product/service features and benefits, the communications framework is considered complete.
…but when was the last time you booked a flight based on airplane features or the airline’s mission statement? Instead we make decisions usually first filtered by flight availability, then the airline’s reputation for taking care of its passengers, cost of the flight, and maybe comfy amenities. Many of us are willing to pay a little more for the peace of mind if our plans change, we’ll get a credit.
How many companies have you worked for where you were really feeling the mission, vision, and values? (It’s okay if you didn’t know what they were, most people don’t).
What did they look like in daily practice?
What impact did they have on customers purchase decisions?
Did they influence how you worked?
Brand promise transforms corporate strategy into how people feel
No Brand Promise = Minimal Brand Feels
At the end of the day, increased profit is the name of the game. No matter how you slice it, clients hire agencies like mine because they want more money. Whether increasing revenue through lead volume, improving customer retention, or making campaigns run more efficiently, we’re in a numbers game.
The reality is that we (even the most self aware of us marketers who get the game) are irrational, emotional decision makers when it comes to final decisions. We choose vendors who “give us warm and fuzzies” or buy luggage that we’ve seen in destinations that align with our lifestyle goals. It’s just how we’re wired.
Famous Brand Promises
Can you guess what brands these promise statements belong to? (answers at the bottom of this post)
a) Organize the world’s information and make it universally accessible and useful.
b) Bring inspiration and innovation to every athlete.
c) Inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time
How To Get Your Very Own Brand Promise
An oversimplification is to define the actions that your company already does consistently and well.
For example, at Backroom we consistently deliver brand frameworks that are both actionable and authentic to each client. We focus our messaging around data analytics, such as benchmarking and measuring brand awareness metrics like recognition, recall, and perception, combined with strong art talent on messaging and design.
What’s important to note is that the promise itself doesn’t become the message. It becomes the checkpoint for vetting business decisions and communications.
Does the social post you’ve scheduled tie back to the promise?
Does your ad creative aesthetic match how your customer should feel?
People will forgive an erroneous social media post from time to time. But what is unforgivable with customers is inconsistency and unreliability. Investing in a brand promise, including stakeholders across your employee and customer base in the process, and being honest about your strengths and weaknesses when it comes to aspiration will save time, money, and risk in the long term and build an unbreakably loyal community of employees and customers.
Brand Promise Answers:
a) Google
b) Nike
c) Starbucks
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Yay! I got Nike right! Great read - thanks for sharing.