We live in an exciting era where technical advancements and innovation are so prevalent that they are not only predicted but also expected. It is quite astonishing how quickly we are improving goods and services to make them smarter, more flexible, and more automated. What effect does this have on the promises made by the branding company? As marketers, we have a strong urge to set the tone with a vision and a promise of what is to come. We want to communicate the aspirational state of form and function for what a product or service might not yet be but is aiming to be. The world of creative possibility opens when implementing a branding best practice based on ambition. But with that comes immense responsibility for how far a brand company can and should stretch itself without misleading or misrepresenting what it can give.
A company that makes grand, audacious claims up front but then fails to fulfil them.
It was the crash that was felt throughout the world. Tesla’s Cybertruck makes the audacious claim that its windows will be bulletproof, shatterproof, and burglar- and break-in-proof. Elon Musk, who was feeling confident, tried to break the glass of his Cybertruck in a live on-stage demonstration to demonstrate that it was unbreakable. Regrettably, the glass broke. A complete break, not just a tiny crack. He struck the glass again, this time with more confidence that it was an anomaly or a little accident. This time, the glass broke. B888old advertising and even bolder antics resulted in an embarrassing portrayal of a vehicle that was unable to deliver the attributes it advertised. Tesla, which is renowned for its innovative technological advancements in the field of smart vehicles, has the power and credibility necessary to make a significant premiere for a new product. They might have been reaching too far and too quickly since their audacious assertion and audacious stunt finally fell flat on a platform that was quite open and lives.
Whether a customer can believe or trust the promise Tesla makes is influenced by the consequences. Is it all for show and media attention? Are the assertions Tesla makes about what is feasible and what they support still true? It is a risky path to take since a brand that has a reputation for being original, innovative, and revolutionary in many ways can soon lose that reputation by making excessive promises and delivering on them.
The truth is that the technology available today is quite astounding and is allowing us to live longer, smart device-enabled lives. With an equally swift test, learn, and adapt methodology, development and iteration are going so quickly that it almost feels like we are leapfrogging over milestones to move on to the next one. In some cases, learning and adapting after a product has already hit the market is necessary. There are only so many opportunities for a brand to establish its worth, and both the consumer and trade markets are ruthless in their inspection of what qualifies as “excellent,” “ground-breaking,” “creative,” or “important.” It is crucial for brands that want to take the lead with a product or service that promises to change the game to be clear about how much of a future promise you are selling your customer vs a current reality. Build your creative story, message, and campaigns around elevating your brand’s promise and value in a way that you are confident will be profitable.
The golden rule is to always speak your truth: Being trustworthy is one of a branding company’s greatest advantages, and trust is earned through time by brands demonstrating the veracity of their statements. Make sure you are messaging, and creativity are consistent if you want to be seen as a forward-thinking company that delivers excellent goods or services. Brands are now evaluated based on how well their promises are supported by the available data.
Lead with what you can deliver on a regular basis: It is crucial to manage consumer expectations on the thin boundary between desired future state and available capabilities. Through a creative lens, presenting anything as a future state or aspirational creates an air of ambition, but be sure your brand’s creativity clearly distinguishes between the present and the future. Make sure you are balancing those worlds in your messaging and creativity. Consumers want to be drawn into the narrative, but they also want to receive value for their money.
Consider the Long View: The future race has no end in sight. It is crucial to be rooted in where you are and where you want to be and to build your story from there if you are aiming to create a brand that is ready to base its value proposition on any promises built-in innovation and advancement. In the initial stages of growth, be careful about how you launch and position your brand. If you have a proven history as a brand, be aware of your reputation and the expectations of your customers. Building trust early and frequently while keeping your word puts you in a better position for long-term sustainable success.
Your brand promise cannot be created according to a precise formula. We have already mentioned that your firm is a combination of few different elements. When creating your identity, creating your branding company promise should come first. Without this central idea, it will be difficult for you to create a distinctive brand identity and compelling messaging that will appeal to your target audience.