About brand promises and how to create one for your business

Does your business have a brand promise? If not, now is the time to create one. Here's how to do it right.

No credit card required
About brand promises and how to create one for your business

Resources

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."
Read more →

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."
Read more →

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."
Read 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."
Read more →

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 →

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 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."
Read more →

What customers & experts say

Mandie
Mandie Design expert at B12

“I have thoroughly enjoyed working with the B12 website editor. It allows me to make pixel-perfect websites in a fraction of the time.”

Heidi
Heidi Customer / CD Roma

“Since the launch, we’ve gotten more form submissions to inquire about our catering service and menu options. On top of that, I’ve noticed more customers who found out about us through our website before coming down to dine! The traffic we’ve realized in the short time the site has been online is very impressive.”

Read more →
Dan
Dan Sales at B12

“Business owners are crazy busy. What's crazier is expecting a business owner to know how to design, maintain, direct traffic to, and update their own website. Thanks to our AI, they really don't have to. B12's AI-powered websites are powerful and we can't wait to get what we've built in front of people.”

Jaiden
Jaiden Design expert at B12

“B12’s AI draft dramatically reduces my time traditionally spent working on content structure. As a B12 web expert, I can focus more time on creating a beautiful website and UX that fits the customer’s content and goals.”

Stafford
Stafford Customer success at B12

“B12's goal is to provide the best customer experiences and I am so happy to be a part of that mission. Helping customers create a website that brings their vision to life is, by far, the best part of being here.”

Nikolai
Nikolai Expert at B12

“I use B12’s website editor on a daily basis and I love how easy it is to personalize the style. I’m able to add multiple images, videos, and text in different layouts based on the preference of our customers in just a few hours! It’s been a huge time-saver, given how intuitive the interface is.”

Natalie
Natalie Customer / Natalie Elisha Gold

“The entire \[B12] process felt really quick and efficient. I was able to work with them and highlight certain areas that I wanted on my website. Everything that I didn’t like was changed in a matter of seconds and minutes. It was vastly different compared to the previous team that I had hired to do my website.”

Read more →
Annabel
Annabel Customer / Evolv Ventures

“My B12 experience has been great! What I appreciate most is that I can edit the site personally whenever I want to, but I can also ask for support when there are changes that I'm not able to make myself. B12 is great blend of a DIY service and a full-service website agency.”

Read more →
Kelly
Kelly Customer success at B12

“We pride ourselves on excellent customer service. I love how customer-centric we are, and the technology we use to speed up the website creation process has helped us to deliver professional sites in a shorter span of time.”

Joseph
Joseph Customer / Founder Collective

“It was such a pleasure to work with B12. Their technology made the web design process easy and the B12 team helped us launch a website we love! We're proud to be an investor and a client.”

Princess
Princess Customer / Clear Visions Consulting Services, LLC

“I need \[B12] recommendations. As I add new courses to my website, I need to make sure that I'm fresh, I'm sharp, and I'm up to date.”

Willie
Willie Customer / Urlife Now Fitness

“I like that someone is monitoring my website every month and making suggestions for how to improve it.”

Megan
Megan Customer / Body Wise

“I love using the B12 website editor, which provides the ease of updating my website myself. With an intuitive editing platform, I didn’t need any guidance on making website updates. I made changes to my photos, copy, and text color — and I can do it whenever I want.”

David
David Design expert at B12

“Designing a website in just a couple of hours is actually possible. Thanks to B12's simple-to-use website editor, I'm able to create professional designs that would normally cost thousands of dollars.”

Liam
Liam Sales at B12

“B12 aims to help small business owners by saving them time to focus doing what they do best — running their business. We want to help them increase their bottom line by providing high-quality websites at a fraction of the price charged by boutique agencies and other DIFY providers.”

Ready to grow your business online?

Join the tens of thousands of professionals who’ve found success with a B12 website, SEO, blogging, and more!

Get a website in minutes
This website uses cookies to ensure you get the best browsing experience.  Learn more
I agree