Stephen Houraghan here of BrandMasterAcademy.com and in this video I want to talk to you about
brand promise specifically how you go about developing a brand promise
statement for your brand that can help to shape your audience's expectations
what brand promise is and what brand promise is not so we can understand how to use it as a strategic
tool and specifically I spoke about how you can go about articulating a brand
promise and communicating your brand promise and what your brand promise is
actually in relation to it's about those expectations and how your audience
builds an idea and an image of your brand in their mind and they set the
expectations of your brands so whether you go out and articulate a promise or not
your audience builds an idea of what they should expect from your brand in
their mind so if you want to help to shape that idea then you need to make
sure that your communication is refined and a very good way to do that is to
develop a brand promise statement that you can either communicate externally or
you can use as an internal guide to shape your communication strategy so if
you do decide that you want to write a brand promise statement to help shape
those expectations of your audience well then here are some steps that you can
follow to go ahead and develop yours so step number one is to list all of your
strategic branding elements in front of you so when you come to the stage of
developing your brand promise you will have already built out the majority of
your brand and that includes everything from your brand positioning statement
your internal brand so your vision your mission your values and the purpose that
your brand has and even your personality and the archetype that you build your
personality on so list all of those elements in front of you and they are
gonna be the basis of your brand promise statement now the second step is to list
all of these elements in order of importance now always always always at
the top of this list is your positioning strategy and the reason for that is that
you want to shape your audience's idea of your brand
and the overall experience of your brand but you want their core focus to be on
the difference that you offer in the market you want them to recall that
first and to be able to understand why you're different so that when it comes
to that buying decision and they're deciding what brand to go with they're
able to understand the value that you offer so at the very top of that list
should be your brand positioning strategy and the best way to represent
that is through your brand positioning statement so put that at the very top
but then from there you will have different elements of your brand that
will take more emphasis on than others so for example your purpose might be a
big part of your brand and you know a really effective resonance strategy with
your audience if you have a purpose that's aligned with who your audience is
and you want to use that as a way to connect with them on a human level then
you might put a lot more emphasis on that then let's say your brand
personality so list all of your branding elements out in order of importance and
emphasis that you want your audience to remember about the experience of your
brand step number three is to develop a sentence around each one of these brand
elements now you will already have some statements already so for example your
vision statement your mission statement your brand positioning statement so some
of these branding elements will already have statements in place so you can use
those statements as is or you can reshape those remember your internal
branding is internal first so your vision and your mission statement might
be developed specifically for internal purposes so you might want to reshape
those but create or develop or use existing sentences for each one of those
branding elements before you move on to step four step number four is about
refining so you're gonna take all of those individual sentences or statements
and bring them all into a combined statement now this is gonna look pretty
rough when you bring them all in together so the name of the game here is
finessing and you really want to break out your copywriting skills here and
start to really refine these individual sentences to make this paragraph this
statement look like a much more refined statement that your audience can look at
and get a real idea of what they can expect from that brand
now you can take this statement as is and go and put it on your website if you
wish or you can break this apart and drip it out into your social posts but
it's also very very useful as an internal document as well if everybody
on the front lines of your brand that develop all of the communication at each
and every touch point has this brand promise statement in front of them well
then they know the experience that the brand is setting out the experience that
the brand is promising to the audience and therefore they can refine that
communication so it's very useful as an internal document but you can go out
and communicate that directly if you want so this really emphasizes the point
here that when you build a brand and you develop your communication strategy you
develop your internal strategy your brand identity you try to do your best
to shape the mind of your audience to shape the idea of what you want your
brand to represent to them but ultimately they're gonna make that
decision they're gonna shape your brand in their mind and that's based on a
number of different things in terms of their personality their perceptions and
of course your communication and your brand strategy so what you're trying to
do here is you're trying to emphasize as best you can and shape as best you can
your image of your brand in your audience's mind so what about you what's
your experience when it comes to brand promise and building a brand promise for
your own brand or for the brand of a client what are your strategies what are
your techniques that you use are you defining this through a tagline or
through a brand promise statement or are you letting your overall
communication strategy speak to that brand promise I'd love to hear
your experiences let me know in the comments below if you've got any
questions or challenges in relation to brand promise or the brand promise
statement just pop them in the box I'll do my best to answer all of those
questions if you like this video if you got any value from it please give it a
thumbs up hit that subscribe button and the notification bell
it'll let you know when I'm releasing a new video and I'm doing that all the time
at the moment so until then I will see you in the next video!