Brand Positioning
Part of Creative consistency across touchpoints
Keeping product promises consistent across channels
Record a product promise, check its meaning across channels and update live creative when product facts or terms change.
To keep a product promise consistent, record its precise meaning, where it applies and which channels use it. Each format can use different words. No format should extend the promise to a product version, location or customer circumstance the evidence does not cover.
Regulatory and platform guidance on product claims
- ACCC enforcement authority
- Can require businesses to back up claims; may take compliance action
- Google Merchant Center policy
- Claims must be accurate and not misleading in product data and ads
- Product specification limits
- A spec supports one version only; does not imply universal fit
Build a promise record
For each claim in use, record its approved meaning and supporting evidence. Add the product version, eligible locations or customers, important conditions, owner and date for rechecking it. Note any easy-to-miss limit.
A specification may support a dimension for one product version. It does not establish that the item fits every customer's space.
A demonstration can show a feature under the conditions depicted; it does not automatically prove the same outcome in every setting. These distinctions help a team adapt copy without broadening its meaning.
The ACCC can require businesses to back up claims they make about products or services. It may take compliance or enforcement action if a business misleads.
Review the full customer impression: an image or omitted condition can change what a short line appears to promise.
Map the claim, not just the slogan
List the places using the specific promise. Include paid ads, scheduled posts, email, product pages, product data, checkout language, packaging and sales scripts where relevant. Record the live wording and the action available to the customer.
Channel question / What to compare with the promise record
- Does a short format imply more than it says?
- Headline, image, crop and visible qualification
- Is the product still the same version?
- Name, variant, specification and availability
- Has a commercial term changed?
- Current price, delivery or service condition
- Can the business honour the claim?
- Checkout, fulfilment and customer service guidance
If a format cannot display a material condition clearly, narrow the main claim or choose another execution. A qualification hidden elsewhere should not be expected to reverse a broad impression.
Claim accuracy across different formats and channels
- Headline vs. promise record
- Check if short format implies more than stated
- Image or video vs. promise record
- Assess if visual context alters the implied claim
- Product variant availability
- Confirm the claimed feature applies to the current version
- Delivery or service terms
- Verify current price, delivery, and service conditions match the claim
- Checkout and fulfilment readiness
- Ensure the business can honour the claim for the shown circumstances
Control changes while campaigns are live
A product update can make a previously accurate claim wrong. When a specification, included service, delivery arrangement or eligibility rule changes, identify every active use of the affected promise. Pause or amend live and scheduled material as needed, update the destination and notify teams who answer customer questions.
For listings, check the product data, landing page and checkout together when a variant or stock state changes. Confirm that the promise remains accurate across each surface before approving the update.
Before approving an adaptation, ask what a customer would reasonably believe, which current evidence supports that belief and whether the business can fulfil it for the version and circumstances shown. Keep the answer with the assets so later versions start from the same bounded promise.
