There’s a reason that kids (and sometimes adults) feel the need to cross their hearts when promising to deliver something. Too often, promises are not kept and disappointment runs deep. Brands break promises, too, and for that reason, How to Build a Brand has a plan for your brand to follow: to make sure that promises are kept and your brand is viewed as a rare, trustworthy one.

How to Build a Brand by Keeping Promises

The first step in keeping promises is making them. Consumers are bombarded with countless promises every day; this might lead one to believe that making NO promise would be a good thing. To the contrary, How to Build a Brand always recommend that you make a unique brand promise – and make it a very public affair. You will, after all, be delivering on it and you’ll want your audience to notice that your brand has kept its word.

Your brand promise should be woven into every step of the branding process, from the creative brief, to the corporate branding strategy, to the creation of the logo and strapline, and throughout every communication that transpires internally, as well as between your brand and the consuming public. This doesn’t mean that the word promise should be included in these elements; however, a promise should be the implication.

The next crucial step in delivering on your brand’s promise is getting everyone – employees, affiliates, sponsors – on-board and enthusiastic about working to keep that promise. The following are a few things your brand can do to accomplish this:


  • The Hiring Process: During the processes of recruitment, interviewing, and hiring, new employees should be exposed to the brand promise and directly taught about how the brand delivers (and over-delivers). This will establish a culture of language and expectations.
  • Training: As soon as new brand ambassadors are brought on-board, they should be informed of what is expected of them – and every expectation should support and work toward the delivery of the brand promise. The method used to measure their performance, the protocol used when dealing with customers, internal procedures, and branded language should all be included in training and should directly tie to the brand promise. Every employee and affiliate of the brand should not only understand the promise, but should understand why it’s important to the brand, why it was chosen, and why the market demands it.
  • Products and Services: Your brand’s products and/or services should be so supportive of its promises that it makes it easy (and desirable) for your brand’s associates to recommend those goods. In fact, your employees should feel compelled to sell your brand’s products as direct proof that the promise will be kept.
  • The Reward System: How to Build a Brand always suggest that you have a reward system in place for those employees who most vigorously promote (and deliver on) your brand’s promise. It is imperative that every employee understand his or her part – how he or she can directly impact the success of the brand with specific actions that are related to the promise.

Let your brand be the one that has no qualms about crossing its heart and hoping to…thrive (and it will do just that). In many ways, the brand’s promise must come first: In operations, in human resources, in product development. The promise should be the stick against which all is measured. If any operation isn’t advancing your brand toward delivery of the promise, then that operation needs to be revamped or replaced.

You’re sure to have questions about how to build a brand by identifying and delivering on a promise, and we’re here to answer all of them. Simply contact How to Build a Brand on +44 (0) 208 123 6776 or [email protected].

You may also wish to enrol in our FREE 6-Step Brand L.E.A.D.E.R. System or follow How to Build a Brand on Twitter.

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