About brand promises and how to create one for your business

Transcript: We've got a team of fantastic storytellers brand branding food branding experts with us this afternoon they're going to share some stories like we did last time and some tips and tricks about how to how to build an amazing brand and get it off the ground and get it to market and then we'll do questions again all right so that's the plan so we have Kate who's freelance journalist passionate about food and writes all sorts of different publications so Kate's going to share her story shortly we've got Caroline and Simon from Elmwood branding experts agency and they're going to do a nice little presentation on on how to do it all and then we've got Greg from way so Greg is built its own food business and the brand's being pretty successful so we're going to hear Greg story but let's start with Kate hello everyone you have to excuse me I'm just off a train came on the US side this morning I was foraging for mushrooms in France for a story for Esquire it's fantastic I am a travel and a food writer so it's really great to be here to meet all of... See more →

Key quotes:

• "A brand promise is the statement of your company’s unique value and the benefits of doing business with you."
• "It conveys to your ideal customers why your business is the perfect choice."
• "A strong brand promise makes your ideal customers think: “Yes, this business gets me!” — And that’s the start of the sales process, or what I like to call pre-selling."
• "Your ideal customer will think: “Yes, I am in the right place!” While the people who are truly not interested in what you have to offer will go no further."
• "Every business is a brand even if you’re a sole proprietor working from home."
• "And notice how quickly you self-identify if you’re a potential customer yourself: Finding a dentist in NYC is easy."

Key quotes:

• "Overt expectations — the things brands say the consumers will get."
• "There Are 4 Defined Categories Of Consumer Expectations That Relate To Every Brand Promise: 2."
• "It creates interpersonal experiences by transmitting to consumers how they can expect the brand to relate to them as individuals."
• "A brand promise is no longer about what consumers get; it’s about what consumers get to feel, experience and form the consumer expectation."
• "A brands promise represents great service or great features because they want the world to believe they’re very good or kind to the environment, or socially responsible."
• "A brand promise is a value or experience a company’s customers can expect to receive every single time they interact with that company and its products."

Key quotes:

• "· And fourth, what I learned from creating brand strategies and brand image advertising in highly competitive marketing arenas in tech and consumer products, is that there is something I call the “Gold Standard Promise.” This is the Brand Promise to the target audience that represents an industry’s best possible promise to generate emotional engagement and customer loyalty."
• "Big thinking — company value propositions are a reflection of a Brand Promise that reaches the essence of the value at an emotional level, generating loyalty as long as the product does not disappoint."
• "A company that provides a product and service with superior customer experience can generate a lot of business, but a company with a Brand Promise that helps people identify and aspire to that Brand Promise creates loyalty that can overcome a lesser product and service experience."
• "Here’s why the Brand Promise that builds loyalty is also a massive growth accelerator: 1) It helps improve Net Promoter Scores, as people are more likely to rate a product/service a “likely to recommend” of 9 or 10."

Key quotes:

• "When it comes to building a business, having a solid brand strategy is everything."
• "Here are 3 key elements to consider when building your brand: People buy products based on their perceptions of it."
• "It is your way of saying, “This is who I am and what I stand for.” In order for your brand promise to be meaningful, it must be both authentic, inspiring, and provide a benefit to the consumer."
• "People buy when they feel an emotional connection to a product or a business."
• "“Branding is the art of becoming knowable, likable and trustable.” — John Jantsch As a business owner, this is important to understand when it comes to creating your brand promise."
• "Successful brands are the ones that connect with consumers’ emotions in a meaningful and authentic way."

Transcript: There are an estimated 300 million companies in the world today that's 300 million brands some brands as big as Apple and coca-cola others are smaller than one person business with so many brands in the world it's getting harder to create and find a unique name so how do you create a great brand name how can you play and win the name game you start with three steps first select what type of name you want there are seven different categories of names and pretty much every brand in the world falls within one of these seven categories eponymous names like Disney and Burberry work by embodying the vision and beliefs of their founders these names are okay if you're feeling lazy or just have a big ego adidas is more unique it's derived from Adi Dassler the company's founder and Tesla wasn't created by Nikola Tesla he died in 1943 but the name is an homage to Tesla's electrical engineering achievements descriptive names like American Airlines and the Home Depot work by telling you exactly what the company does but these names can be a mouthful and are much harder to own and protect acronyms like GE... See more →

Key quotes:

• "A brand promise is the statement of your company’s unique value and the benefits of doing business with you."
• "It conveys to your ideal client why your business is his or her perfect choice."
• "A strong brand promise makes your ideal client think: “Yes, this business gets me!”."
• "Your ideal clients will think: “Yes, I am in the right place!” While the people who are truly not interested in what you have to offer will go no further."
• "Small business owners often don’t think of their companies as brands."
• "However, even if you’re a sole proprietor working from home, your business is a brand."