The Power of Promises: 5 Rules for Building Brand Trust

A compelling promise can set your business apart. When a company makes a bold commitment and consistently delivers – meeting expectations and often exceeding them – it builds trust. Some brands have mastered this art:

• 1-800 Contacts: With their “Gajillion Percent Promise,” this virtual one-stop contact retailer boasts an unwavering dedication to satisfaction. Dealing with their customer service team is a dream.
• Steak ‘n Shake: The original slogan, “In Sight, It Must Be Right,” showcased transparency and quality when founder Gus Belt ground steaks in front of guests. The casual dining franchise has been grilling up good times since 1934.
• Disney: By branding their parks as “The Happiest Place on Earth” and “Where Dreams Come True,” Disney sets lofty expectations – and consistently delivers magical experiences that captivate visitors of all ages.

But sometimes, brands break their promises, too.

In a brilliant mea culpa to guests, the world-famous fast-food chain KFC published a full-page apology in British newspapers for running out of their “finger lickin’ good” chicken. The company acknowledged that a chicken restaurant without chicken is “not ideal.”

In their ad, KFC acknowledged the frustration of guests and the “tireless efforts” of their staff after closing most of their 900 UK stores in 2018 due to supply issues.

Even the brightest stars of service get it wrong sometimes. In those moments, transparency works – as long as you get back to work fulfilling your promise to guests. The power of promises is evident in the expectations they set and in the measurable goals that aim to create an excellent experience for guests.

Not sure how to build brand trust? Want to get the message out about your business? Or are you just starting to figure out what you bring? These guidelines can help you produce and promote promises that align with your services in measurable, achievable steps.

5 rules for crafting the perfect promise

1. Base your promise on your strengths.
   Your promise should reflect the core values and services of your establishment. It must be authentic and achievable within your operational capabilities. For instance, if your hotel prides itself on quick check-ins, a promise like “Check-in within 5 minutes, or your first drink is on us” directly aligns with what you do best.
2. Make the promise measurable.
   A promise should be clear and quantifiable, allowing guests to recognize its fulfillment easily. This transparency builds trust and sets clear expectations. For example, a restaurant might promise, “Your meal is served within 20 minutes, or it’s free.” Such measurable commitments enable guests to hold you accountable.
3. A promise should be meaningful.
   The promise should address aspects of the guest experience that truly matter to them. Understanding your guests’ priorities ensures that your promise resonates and adds value. A hotel catering to business travelers might promise “High-speed internet access in every room, guaranteed.” This assurance speaks directly to the needs of their target audience.
4. Communicate the promise loud and clear.
   Your promise should be straightforward and well-known by both guests and staff. Everyone knows what to expect and deliver. Put into action, a coffee shop’s 100% satisfaction guarantee is especially effective if the café promises to remake the drink otherwise. This message is a testament to the company’s confidence in making good coffee.
5. Don’t make promises your team can’t keep.
   Your staff should be well-trained and empowered to deliver on the promise consistently. This might involve providing them with the necessary resources, authority, and motivation to meet guest expectations. Staff should be able to enhance the experience or offer solutions, such as discounts or complimentary services.

Defining purpose with a promise

Crafting a solid promise isn’t just about defining your brand’s mission – it’s about setting clear expectations for your guests and giving your team a guiding star. It’s a commitment that everyone in your organization stands behind.

When your promise aligns with your services, is measurable and meaningful, and is communicated clearly, and your team is empowered to uphold it, you’re laying the groundwork for exceptional guest experiences.

A genuine and consistently delivered promise can make your business stand out and build lasting relationships with your guests. They’ll keep coming back because they know exactly what to expect, time and time again.