What is a brand promise?

First, understand that the term “brand” = “your promise” to the consumer.  A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your products, people and services.

One of my favorite books is by William McEwen of Gallup:  “Married to the Brand:  Why Consumers Bond with Some Brands for Life.”  McEwen, relying on Gallup research, demonstrates that organizations that understand their “brand promise,” and live that promise (ensuring employees are empowered to never break the promise) have a significantly higher ROI for their brands.

It’s amazing to me how many companies repeatedly put out messages and take actions that chip-away customer loyalty.   Take for example ATT:  every nine months they increase your rates by 30-50%.  If you take the 45 minutes to call ATT, threaten to move your service, eventually new “promotions” appear to bring your bill back into line.  Can ATT possibly think this engenders loyalty?

Or compare American Airlines to Southwest.  AA charges for ticket changes, bags, seat location – anything they can charge for.  Years ago, I was a proud and loyal AA frequent flyer;  now, I only fly them when I have no choice.  By contrast, Southwest loves me.  It’s their brand promise, they even have the heart in their logo.  They also know that you don’t nickel and dime those you love, not if you want a long-term relationship.