In modern marketing, companies face the challenge of justifying the return on investment in advertising. Inspired by the ideas of experts, here's a guide to building a strong and lasting brand, based on clear and fulfilling promises to customers.

1. Define a clear and specific promise*

The key to building a strong brand is to define a clear and specific promise that you can deliver to your customers. This promise must:

Be Memorable: It should be easy to remember and stand out against the promises of the competition. An example is Geico's promise: “15 minutes could save you 15%”, which is concrete and direct.
Offer Value: The promise must provide a real benefit that is valuable to your customers. This can be an emotional, functional benefit, or even the promise of an enjoyable shopping experience.
Be Fulfilable: It's critical that you can consistently deliver on the promise. This builds trust and strengthens the relationship with your customers.

Image of a Geico email marketing campaign.

2. Identify the type of promise that best fits your brand/

There are different types of promises you can use to build your brand. According to research, the most effective are:

Emotional Promises: They connect with the client's feelings. Examples include “A Diamond Is Forever” by De Beers, which evokes a sense of permanence.
Functional Promises: They focus on practical and tangible benefits. For example, Snickers' slogan, “It's Not You When You're Hungry,” promises that customers will be able to operate at full capacity after consuming one of their chocolate bars.
Shopping Experience Promises: They promise that the buying process will be simple and pleasant. Uber, for example, is portrayed as “the smartest way to get around.”

Image from Snickers Mexico.

3. Communicate the promise in a consistent way*

Once the promise is defined, it's essential to communicate it consistently across all marketing channels. Every piece of communication should reinforce this promise so that customers will immediately associate it with your brand. Repetition and consistency in the message are key to keeping the promise in consumers' minds.

4. Align the entire organization to deliver on the promise*

It's not enough to make a promise; your company must be aligned to deliver on it in every customer interaction. This involves: 3,4

Periodically review the promise and adapt it to keep it relevant.
Collect feedback from customers to understand if the promise is still valuable to them and if it is being effectively fulfilled.
Adjust the strategy based on data and changes in the competitive environment.÷

6. Build Loyalty Through Consistency*

A fulfilled promise not only attracts new customers, but it also creates loyalty among existing customers. When customers know that they can trust your brand to consistently deliver on what's promised, they're more likely to keep choosing your brand over and over again. This loyalty is what sets successful brands apart from others.

By following these steps, you can build a strong and lasting brand that not only captures the attention of customers, but also builds trust and loyalty. At woku, we firmly believe in the power of fulfilled promises and in their ability to transform the relationship between brands and their customers.

References

Martin, R.L., Schwarz, J., & Turner, M. (2024). The right way to build your brand. Harvard Business Review. https://hbr.org/2024/01/the-right-way-to-build-your-brand