What Did You Promise?

Whether you know it or not, you’re making some kind of promise to your clients and prospects. They’ll expect you to deliver. 

This is your “brand promise.” It’s a commitment that sets expectations for your customers. 

Whether explicit or implied, your brand promise is what you’re guaranteeing them about your product or service. 

Businesses that know, clearly communicate, and consistently deliver their brand promise not only build trust – they also drive growth, profitability, and long-term value.

The first step is having a crystal-clear understanding of what your brand promise is. 

Think of it as the essence of why customers choose you over competitors. Are you promising unmatched reliability, the fastest turnaround, or premium customer service? 

For example, FedEx promises overnight delivery, and that speed sets it apart. If your customers rely on you for efficiency, it’s critical that everything you do reflects that.

Once you’ve defined your brand promise, communicating it effectively is key. 

Your message should be consistent across all channels—website, marketing materials, customer interactions, and internal communications. 

Take Zappos as an example. They promise outstanding customer service, and that commitment is communicated on every level. From their marketing to the actual customer experience, the message is clear, and customers know exactly what to expect.

While defining and communicating are important, delivering on your brand promise is where real value is created. 

If you can’t meet customer expectations, you damage your reputation and erode trust.

Apple, for example, promises innovation and user-friendly products. And by consistently delivering on that promise, they’ve built a fiercely loyal customer base. Their ability to deliver on their brand promise translates into higher sales, stronger margins, and long-term growth.

Here’s how your brand promise impacts growth, profitability and business value:

 1. Growth: Customers are more likely to return and refer others if you consistently deliver on your promise. This loyalty helps fuel sustainable growth and expands your customer base.

 2. Profitability: Delivering on your promise allows you to charge premium prices, as customers see the value in your offering. By exceeding expectations, you’re positioned to boost profit margins.

 3. Business Value: A brand that reliably delivers is viewed as a lower risk investment, which increases its valuation. When potential buyers or investors evaluate a business, they look at how well it fulfills its brand promise, as this is directly tied to customer retention and revenue streams.

Knowing, communicating, and delivering on your brand promise can transform your business. It’s the foundation of trust, loyalty, and growth—and a cornerstone of a business built to last.