Standing Out in a Sea of Sameness - How to Create a Competitive Advantage to Unlock Success

In today’s crowded business landscape, it’s more important than ever for companies to differentiate themselves from the competition. One of the most effective ways to do this is by identifying and articulating a brand promise.

A brand promise is a statement or set of statements that a business makes to its customers about what they can expect when they interact with the brand. It is essentially a pledge that the brand makes to its customers, outlining the benefits or experiences they can expect to receive.

A brand promise typically goes beyond the specific products or services that a business offers, and instead speaks to the overall experience that customers can expect when they interact with the brand. This may include factors such as quality, reliability, innovation, customer service, or other features that the brand sees as key to its identity.

An effective brand promise goes beyond marketing strategy by ensuring that all the necessary operational processes are in place to deliver on the promise every time a customer interacts with the business. This may include marketing, sales, customer service, delivery, returns, complaints handling etc.

The purpose of a brand promise is to build trust and establish a strong emotional connection with customers. By making a clear and compelling promise about the benefits or experiences they can expect to receive, businesses can set themselves apart from competitors, build loyalty, and foster a strong brand identity that resonates with customers over the long term.

The Importance of Articulating a Brand Promise

At its core, a brand promise is a statement of what sets a business apart from its competitors. It’s a promise to customers about what they can expect when they do business with the company, and it can be a powerful motivator for potential customers. A well-articulated brand promise can help a business to:

1.?Attract and retain customers: A clear and compelling brand promise can help to attract new customers and keep existing ones coming back. When customers know what sets a business apart, they’re more likely to choose it over competitors.

2.?Increase sales: A strong brand promise can help to drive sales by giving customers a reason to buy. When customers understand the unique value that a business offers, they’re more likely to make a purchase.

3.?Build brand recognition: A clear and consistent brand promise can help to build brand recognition over time. When customers see the same message repeated across different marketing channels, it can help to create a strong and memorable brand identity.

4. Improve Margins: By articulating a clear brand promise customers are less likely to see products or services as commodities that they can buy anywhere and from anyone and may be prepared to pay more for the extra value they feel they receive.

While it is generally advisable for businesses to identify, articulate, and communicate a compelling brand promise, there may be certain circumstances where it is not strictly necessary. However, it is important to note that these circumstances are often specific and limited, and the benefits of having a clear brand promise generally outweigh the costs.

Some situations in which a business might not need to identify and articulate a brand promise include:

1.?The business operates in a highly regulated industry where the products and services are tightly defined by legal and regulatory requirements. In this case, the business may not have much leeway to differentiate itself based on product features, and may instead need to focus on other factors such as customer service or brand reputation.

2.?The business operates in a small, localised market where there is little or no competition. In this case, the business may not need to distinguish itself from competitors since there are none, and may instead focus on building relationships with customers and providing quality products and services.

3.?The business sells a commodity product or service where there is little variation in quality or features. In this case, the business may not be able to differentiate itself based on product features, and may instead need to focus on price or other factors such as convenience or accessibility.

While these situations may make it unnecessary for a business to identify and articulate a brand promise, it is important to note that having a clear and compelling brand promise can still offer many benefits, even in these circumstances. For example, having a strong brand identity can help to build customer loyalty, increase brand recognition, and improve overall market positioning. Additionally, having a brand promise can help to provide focus and direction for the business, and can be a useful tool for decision-making and strategic planning.

Despite being a major player in the UK retail industry for decades, BHS struggled to differentiate itself from competitors and establish a clear and compelling brand promise.?While BHS did make use of various marketing and branding strategies over the years, such as celebrity endorsements and price promotions, it never successfully identified and articulated a clear brand promise that set it apart from other retailers. As a result, the company struggled to maintain market share in the face of competition from other retailers such as Marks & Spencer and John Lewis.?In 2016, BHS went into administration. While there were various factors that contributed to the company's demise, the failure to establish a clear and compelling brand promise was one of them.

In short, while there may be situations where it is not strictly necessary for a business to identify and articulate a brand promise, the benefits generally outweigh the costs. By taking the time to understand the market, target audience and unique value proposition, businesses can create a message that resonates with customers and sets the company apart from the competition. Whether it’s a message that challenges the status quo, a commitment to quality and customer service, or a focus on innovation and technology, a well-articulated brand promise can be the key to building a strong and successful business.

The Process for Articulating a Brand Promise

While identifying and articulating a brand promise may seem like a daunting task, there is a process that businesses can follow to make it more manageable. The steps include:

1.?Research the market and competition: To create a brand promise that sets a business apart, it’s important to understand the market and competition. Businesses should research the industry, identify competitors, and look for gaps in the market that the business can fill.

2.?Identify the target audience: To create a brand promise that appeals to customers, businesses need to understand their target audience. This means identifying their needs, wants, and preferences and understanding what motivates them to buy.

3.?Determine the benefits: Once businesses understand the market and target audience, they can identify the benefits that the business offers. This means looking at the features of the product and service that customers value the most.

4.?Articulate the brand promise: Based on the research, businesses should articulate the brand promise in a clear and concise statement that communicates the unique value that the business offers. This statement should be consistent across all marketing materials and easy for customers to understand.

5.?Communicate the brand promise: Once the brand promise is articulated, businesses need to communicate it through all marketing materials, including the website, social media, advertisements, and sales pitches. It should be prominent and easy to understand. It should also be communicated internally, highlighting the processes that allow the business to deliver the promise it is making.

6.?Monitor and adjust: Finally, businesses should monitor the effectiveness of the brand promise over time and adjust it if necessary. As the market and competition change, the brand promise may need to be revised to remain relevant and effective.

From the very beginning, the founders of Innocent Drinks sought to differentiate themselves from other juice and smoothie brands by focusing on natural ingredients, sustainable sourcing, and a fun and lighthearted brand image.?To articulate this brand promise, Innocent Drinks made use of clear and simple language, catchy branding and packaging, and a strong commitment to ethical and sustainable business practices. By doing so, the company was able to establish a strong and recognisable brand identity that resonated with customers and set it apart from competitors. As a result, Innocent Drinks has become one of the most successful and well-known juice and smoothie brands in the UK.

Conclusion

Articulating a brand promise is a critical part of building a successful business. A well-defined brand promise can help to differentiate a business from its competitors, drive sales, increase brand recognition, and build customer loyalty. By following the process for identifying and articulating a brand promise, businesses can create a message that resonates with customers and sets the company apart from the competition.

While there is no one-size-fits-all approach to creating a brand promise, businesses that take the time to understand their market, target audience, and unique value proposition will be better positioned to succeed over the long term. Whether it’s a message that challenges the status quo, a commitment to quality and customer service, or a focus on innovation and technology, a well-articulated brand promise can be the key to building a strong and successful business.

In today’s fast-paced business world, companies that fail to differentiate themselves from their competitors are likely to struggle. By taking the time to identify and articulate a brand promise, businesses can establish a strong and recognisable brand identity that resonates with customers and sets the company apart. Whether it’s through a commitment to quality, a focus on innovation, or a message that challenges the status quo, a well-articulated brand promise can be the key to building a successful and sustainable business.