So you see, you like
a brand for the different experiences it gives you. And all these experiences are guided by one thing:
A brand promise is a
commitment a brand delivers to its customers, its partners and its stakeholders. Let’s look at IKEA - a brand that successfully brings the brand promise to life in all the experiences it offers: Brand Promise Customers To create a better everyday life for the many people. Well-designed products at low prices = great value = better everyday life. Partners Success and good sales = great value = better everyday life. Suppliers Better sales = better demand = better profits = better everyday life.
Can you see how IKEA
delivers its brand promise across all experiences? A good brand live and breathe their traits daily, they are definitely have a place in our heart and living it up to their brand promise.
Do you have a “never
say die” attitude and always try to find solutions to challenges and problems? Are you knowledgeable and can you anticipate the needs for the clients, partners or colleagues? Are you honest, transparent and do what you promise? Values Examples
It defines how a brand
should behave in ways that reflect their brand promise. It is the soul, the persona, the spirit of the organisation manifested in some comprehensible way.
Do you work in a
steady, confident, clear and detailed manner? Do you listens when others speak and know how to influeance and inspire them to do better? Can you correctly size-up a situation and know how to turn it to your advantage? Do you dare to break free from the norm, embrace new challenges and find fresh solutions to old problems? Personality Traits
The outward expression of a
brand. Includes everything from its name and visual appearance to the way it sounds, feels, smells and tastes. It is the fundamental means of consumer recognition and symbolizes its points of difference. It represents a unique set of associations which affect how a brand appears in consumers’ minds. Identity however, is a strategic goal (while image is a consumers’ actual perception of a brand). The goal, is for identity and image to be the same.
Brand image, on the other
hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.
These guidelines are part enforcement
and part motivation to ensure consistent execution of the brand. It provide full information and empower staff and third-party supplier to successfully develop the brand independently.