What is a brand promise?

What is a brand promise? It is the emotional tie from your clients’ and prospects’ perceptions of your product or service to the actual product or service.  Disney’s brand promise is “magical experiences abound.” Dove’s brand promise is “helping all women realize their personal beauty potential.” Subaru’s is one word and simple:  “love.” What is the common denominator? All three appeal to emotion. As much as we would all like to believe we approach purchase rationally and with common sense, the fact is we are swayed by our emotions. It’s what makes us human! So when we see the commercial about the aging process of the beloved family dog—and we are dog lovers—it affects our emotions and potentially our wallets when we buy that particular brand of dog food. When we see a print ad and see someone who looks like us, it affects our emotions and, again, potentially our wallets when we buy that particular brand of soap or moisturizer. Take a look at your brand. What is your brand promise? Even if your product is light bulbs, you have a brand promise. Your clients and prospects have experience with light bulbs, others and yours. What is that emotional tie? Just a reminder, if you are attending the Wisconsin State SHRM conference, I will be speaking about brand promises and branding your wellness program for success on October 12 at 6:30 a.m. Sensia will also have a booth there and I’d love to meet you!

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