Brand promise

One of the most common misconceptions about branding is the idea that a brand is simply a logo. As a graphic design company, we support the development of strong, memorable logos. But the branding process does not stop with having a logo that can be stamped on a few items. Branding is a promise. A promise of performance.

The brands we all know, brands that dominate our market landscape, all have a well-known promise of performance. We recognize, for example, the FedEx logo. That recognition goes far beyond a simple acknowledgement we’ve seen the graphic mark before. We understand the promise of fast, reliable delivery. Nike doesn’t even have to print their name with their swoosh. That simple mark sparks a recognition of the brand and their core promise of performance – performance.

In order to develop this kind of brand recognition, a good brand has to be more than just a logo or a website. It is a unique personality, a whole story that encompasses everything a business does. It involves the totality of a consumer’s experience with a company, from name recognition to personal interaction to purchasing.

The brand promise has to be repeated in multiple ways in order to be turned into a real competitive advantage. Every opportunity a company has, from the personal branding of its employees, to customer service, to graphic development and advertising and everything in between must reinforce that promise. Unfortunately, a company does not have complete control over the perception of its brand promise. A disenchanted customer can quickly spread poor word of mouth across multiple channels, which is why it is so important to be consistent.

When a company truly understands its promise of performance, then brainstorming and planning sessions can focus on how to achieve an emotional connection with consumers that cements that promise into their minds. That deeper level of brand recognition, beyond just knowing a logo, is what all great brands aim for.