Nepal | July 04, 2020

Keep your promise


Deependra Tandon
Share Now:

A brand needs to adopt a promise that the customer believes in


A company spends huge amounts of money in advertising and promoting their brands in order to attract new consumers and to retain existing ones. To attract them they make promises they think consumers would value. This brand promise is then communicated in the best possible fanfare. If the promise is good enough and is communicated well, you would attract consumers and a brand is established. Simple is it not? Is that all that a company needs to do to build a strong brand? Not quite.

It is easy to make a promise and communicate it. With the help of professional advertising agencies, sometimes it is done pretty well. But the hard part starts after that. Brand promise is a statement that the brand feels it can deliver to its customers in terms of value and experience. It drives a company’s actions, investments and focuses on delivering the experience it thinks the customer will value. A promise in itself does not have any value. It is in the delivery of the promise that value is created. Unfortunately, this is where most brands stumble. This is where successful brands get separated from mediocre ones. So what makes a brand promise work?

A promise in itself does not have any value. It is in the delivery of the promise that value is created.


Value is something that is felt by the consumer. This could be inherently different from the marketer’s definition of value. A brand needs to adopt a promise that the customer believes in rather than what a marketer believes in for obvious reasons. Failing to do that means you have failed in the first block of attracting the consumers. Listen to the customers. That is where it all starts. A Coke would want to talk about its taste, its heritage, its network or its bigness. It chooses to talk about happiness as that it what is more important to the customer.


As brand promise is the promise made to the customer; this becomes the anchor for the company. This is the uniting factor that the entire company gears towards. The buy-in needs to start internally as the people within the company are the ones who would deliver on the promise. You cannot have grumpy faces delivering ‘excellent customer service’. Disney is a great example where even their cleaners are great performers.


Brands that stand out do so because they stand for something. If others are offering the same promise then there is no value. The promise sticks when you as a brand uniquely offer it. It should not be something that anyone can claim. An experience promised by Harley Davidson is something that only Harley Davidson can provide.


The promise should be communicated in a manner that connects with your consumers. Packaging is as important as the content. It should be simple and powerful. Good communication alone does not make brands great but great brands eventually master the art of communicating well with their customers.


Most importantly the promise needs to be delivered time and again. Consistency is the key with the only exception being over delivering. Apple promises innovation. If it ceases to do, it will not remain Apple. Trust in a brand is crucial and it comes from heritage. When you buy an Apple product you experience how the brand ‘Thinks Differently’. It is ingrained in all their touch points. Top companies deliver on their brand promise 75 per cent of the time. Are you one of them?

The author is a Co-Founder and Director of Advantage Group — A leading full-service communications group. He can be reached at

A version of this article appears in print on September 13, 2015 of The Himalayan Times.

Follow The Himalayan Times on Twitter and Facebook

Recommended Stories:

More from The Himalayan Times:

KP Sharma Oli Pushpa Kamal Dahal

Oli, Prachanda meet in Baluwatar amid intra-party conflict

KATHMANDU: Amid the internal strife within ruling Nepal Communist Party (NCP), the two co-chairs KP Sharma Oli and Pushpa Kamal Dahal held a meeting in Baluwatar on Friday. The NCP (NCP)'s standing committee meeting on Thursday had decided to postpone the meeting till Saturday to let the two co-c Read More...

Department of Foreign Employment starts issuing re-entry permits

KATHMANDU, JULY 2 The government has decided to issue re-entry labour permit for people wanting to go abroad for foreign employment from today. With this decision, migrant workers who had come home from various foreign destinations before the lockdown was imposed by the government to control t Read More...

1,242 Nepalis evacuated from various countries

KATHMANDU, JULY 2 As per the working guidelines on rescuing vulnerable Nepalis, 1,242 Nepalis stranded aboard were repatriated home by this evening. These stranded people arrived home through eight chartered flights. While 255 Nepalis from Kuwait were evacuated via a chartered flight of Nepal Read More...

Botswana investigates 'mysterious deaths' of 275 elephants

GABORONE, BOTSWANA: Botswana says it is investigating a staggeringly high number of elephant carcasses — 275 — found in the popular Okavango Delta area of the southern African nation in recent weeks. The Department of Wildlife and National Parks said it is mobilizing human personnel and aircr Read More...

Himalaya Airlines unveils repatriation flight details from July 2 to 10

KATHMANDU: The Himalaya Airlines, a company authorised by the Government of Nepal to bring back home Nepalis stranded in different countries due to Covid-19 pandemic, has shared the details of the repatriation flights it has planned to operate from July 2 to 10. The airlines will conduct flig Read More...

Demonstration staged in support of PM KP Sharma Oli in Bhaktapur

BHAKTAPUR: Demonstrations in favour of continuity of Prime Minister KP Sharma Oli's tenure, continued for the second day today. A rally was held in support of Prime Oli in Surya Binayak Municipality, Bhaktapur, on Friday. The pro-PM Oli demonstrations were held in the wake of recent political Read More...

China braces for more rainstorms over weekend, climate change blamed

SHANGHAI: Rainstorms are expected for large parts of China over the weekend, the state weather bureau said on Friday, forecasting of even more extreme weather a day after some regions suffered more than 200 mm of rainfall. China's emergency ministry warned that water levels in the middle reaches Read More...

In Pictures: Indian Prime Minister Narendra Modi's impromptu visit to Ladakh

KATHMANDU: Indian Prime Minister Narendra Modi travelled to Nimu, situated on the banks of river Indus, in Ladakh to interact with Indian troops earlier today. According to the press statement released by the Press Information Bureau of Government of India, he met with the top leadership of the Indi Read More...