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BUSI 520 - MMIP Part 4
International Business (Liberty
University)
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In order to make an impression in a market, brands need to stand for something. Inconsistent
brands and messages fail to make a lasting impression because it is difficult for customers to
trust them or register what these brands represent. On the other hand, when a brand is both
consistent and relevant to customers, it builds recognition, credibility, trust, and ultimately
loyalty. And loyalty, as you’ve learned, translates into sales.
Consistency is also important when it comes to differentiating a product. Brands simplify
decisions for customers. When a brand consistently communicates how and why it is distinct
from competitors, it reminds customers why they prefer this brand over others–and why they
may be willing to pay more for it.
Finally, consistency is an imperative in the globalized economy in which virtually every business
operates today. Brand-related messages and communications circulate around the world at
astonishing speed: Just ask any company that has seen a major story break on social media.
While it does make sense to target specific messages to different global markets according to
consumer needs, those messages should all be aligned to a consistent, centralized brand
identity. A brand manager–the marketer responsible for directing and managing brand strategy–
must think of herself as an ambassador, advocating and communicating on behalf of that
common brand in the various markets where the brand is represented.
As you learned in the previous module, product positioning is an important strategic tool
that helps organizations focus their messages and marketing activities around a consistent,
differentiating message aimed at a target segment. Brand positioning works on the same
principle. The goal of brand positioning—like the positioning for any product or service—is to
explain why that brand is different and better for its target customers, and why the differences
matter.
At the same time, brands need a consistent, universal identity that is the same regardless of
whom you communicate with. For this reason, brand positioning starts with defining precisely
what the brand stands for. This is called the brand platform. The brand platform may include a
variety of descriptive elements to paint a clear picture of what a brand represents. Some brand
platform models are very complex, with ten or more inputs. Others are simpler and more
streamlined.
The brand platform begins with the organization’s mission statement, since the ultimate purpose
of a brand is to help the organization achieve its mission. It also incorporates the value
proposition for whatever the brand promotes. Remember that brands may operate at the company
level (needing a company-level value proposition) or at the product or service level (needing an
offering-specific value proposition). In addition to the mission statement and value proposition,
the basic elements of any brand platform are a brand promise, core values, a brand voice or
personality, and a brand-positioning statement. These are discussed below.
The brand promise is, in effect, the singular experience your brand promises to provide to your
customers. It expresses what you want them to feel when they interact with your products and
services. Year in, year out, the brand promise is what your customers count on and, ideally, it’s
the reason they keep coming back to you. The brand promise should be unique and linked to
your competitive advantage: something other brands do not and cannot deliver in the way you
do. It describes the most salient benefits your brand provides, including benefits that create an
emotional connection with customers.
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The brand promise is important not only for customers, but also for employees and other internal
audiences. It sets the tone for how the company operates and for the experience the brand
provides to customers across all segments and all points of contact.
Finally, the brand promise should be simple and easily understood, so it’s easy to communicate
and reinforce. Some marketers equate the marketing tagline, or advertising slogan, with the
brand promise. While there are some exceptions, most brand-promise statements do not use the
same marketing language that’s used in ad slogans. For instance, Nike’s “Just Do It” slogan
works very well as part of an ad campaign, but it’s not very illuminating as a brand
promise. Similarly, fast-food chain Taco Bell never intended its catchy “Make a Run for the
Border” tagline to be interpreted as a brand promise. Also, taglines, which are part of marketing
communications, may need to be updated more frequently than the brand promise. In contrast,
the brand promise should be the global, enduring commitment you stand for over time.
The following are examples of effective brand promises:
The Coca-Cola Company: to refresh the world in mind, body, and spirit, and inspire moments
of optimism
TOMS Shoes: Through your purchases, TOMS helps provide shoes, sight, water, safe birth and
bullying prevention services to people in need. Learn more about what we give.
Target: expect more, pay less
