Brand Froundry

Three Important Branding Concepts

A great deal of information (and misinformation) exists around the notion of brands and branding, but I have found that the essence of a brand can be distilled down to three simple concepts. Understand these concepts and you’ll become a branding expert. Consistently reinforce them throughout your organization and you’ll build a powerful brand.

1. The Brand Promise is a commitment you make to prospects and customers. It answers the question on every customer’s mind: “If I engage in a relationship with you, your product or your company, what can I expect?” In other words, “What’s in it for me?” The answer to this question must address the big problem solved or the compelling need fulfilled – in other words, the primary benefit of your product or service, your one key differentiator. Companies with the clearest brand promises have the strongest brands. And the simplest idea is often the most powerful.

2. The Brand Attributes include all the unique ways you deliver your brand promise. These comprise the feature set that describes the customer’s experience with your company. Common attributes might include your unique versions of quality, customer service, innovation and flexibility.

3. The Brand Personality describes the human characteristics people experience when they encounter your brand. It has by far the strongest influence on the emotional connection people feel toward your brand. Often a company’s brand personality matches the customer’s self-perception of their own personality or a personality they aspire to. Common brand personalities include ruggedness, sophistication, excitement, competence or sincerity.

Of these concepts, the brand promise leads the way because it is directly affected by the value proposition your company chooses. Your brand promise represents the core essence of your brand. It lays the foundation for your relationship with the customer. Take a look at these familiar brand promises and see if you can identify the companies that own them.