Your food truck brand includes a lot of things. It’s your logo, it’s the colors and design of your truck’s exterior. It also includes things like your food truck tagline. The other part of your brand isn’t as definable; it can be an emotion, an impression, a personality. A well defined brand evokes emotion. It inspires consumers to feel connect with your business, and a brand promise will help you solidify your brand and the relationship you have with your customers.
What Is A Brand Promise
Your brand promise tells the world your food truck’s purpose. It also help you find direction for your marketing and guiding the direction of your customer experience. It’s what your food truck is telling the world to expect from you, often a literal promise about menu and services. Or more realistically, your brand promise can affirm your commitment to a goal.
How To Create An Effective Brand Promise
If you’re ready to take the time to develop your food truck brand promise, here are the five areas you’ll need to consider:
- Simple. It should be no longer than a sentence or two. It is not the same thing as a mission statement, which can often ramble on endlessly.
- Credible. If the customer has an experience at your truck that doesn’t match your brand promise, the value of your brand is weakened.
- Unique. If yours sounds a lot like other brand promises, especially a competitor’s, how can you distinguish your truck? You need to discover what makes your food truck unique and different from the competition.
- Memorable. A brand promise should impact every decision you make in regards to your food truck business. While it may not be as catchy as a tagline or slogan, it needs to be memorable enough for employees to accept it and use it during customer interactions.
- Inspiring. An effective brand promise helps establish an emotional connection by being inspiring. At the same time, don’t promise what you can’t deliver. It is meant to inspire, but you also want to be realistic.
What To Avoid
Remember that a brand promise is not your mission or vision statement. It is meant to inspire your current and potential customers. Rather than describing how you do what you do, it should describe the experience you deliver. It is a way for consumers to hold you accountable to the standard that sets you apart.
Also, don’t spend time or money marketing a message that is going to be ignored. Don’t make bold claims that you can’t back up. False or exaggerated claims can be disastrous and costly in both legal settlements and reputation.
Brand promises are not meant to prove you’re everything to every consumer. This is an easy trap to fall into when it comes to marketing. Don’t be afraid to make some claims and take a stand that turns some people off. You’ll be glad you did when you find a group of loyal customers that become your food truck brand advocates.
The Bottom Line
Branding is quickly becoming a major driver of customer engagement. Consumers make more and more of their food purchasing decisions based on an emotional connection to a particular brand. Reinforcing your food truck brand through the use of a brand promise to guide your decisions will build customer loyalty. The key is finding the right messaging for your brand.
Just like your brand is more than a slogan or a logo, your brand promise is more than a line of copy on your website. To form a deep connection between your brand and your customer is to make and keep your brand promise.