Align promotions with brand value promise: State your brand’s value promise as a consistent customer benefit.; Ensure the promotion delivers the same benefit promised to customers.; Verify the business can deliver the benefit and charges are clear before purchase.
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Brand Positioning

Part of Offer and message alignment

Matching a promotion with the brand's value promise

A promotion works best when it gives a customer a reason to choose the business without contradicting the reason they would stay. Before approving a price cut …

Brand Strategy Desk · · 2 min read

Start by stating the value promise as a customer benefit the business can deliver consistently and that reflects its strengths. Examples of concrete promises include personalised service, free home delivery and a money-back guarantee.

Next, describe the promotion’s actual benefit and compare it with the promise: does a customer receive the same benefit the brand says they can expect? If not, revise the offer or its wording before approving it.

Fit: if the promise is free home delivery, an offer that includes free home delivery reinforces it. Clash: advertising free home delivery but then charging a delivery fee contradicts the promise, even if the product is discounted.

Then check whether the business can deliver the benefit, whether the full amount payable is clear before purchase, and whether the experience after purchase supports the promise.

Question / What to verify

Who qualifies?
The ad and destination use the same eligibility rule
What is the real benefit?
The business can deliver it consistently
What does it cost?
The total payable amount is clear before purchase
What happens later?
Renewal, support and cancellation terms do not undercut the promise

Claims must be accurate and supportable. The Australian Consumer Law is named in the ACCC’s Emma Sleep report; the ACCC says it can require businesses to back up claims. Consult the ACCC’s “False or misleading claims” and “Price displays” guidance for claims and price-display responsibilities.

Price displays must not mislead. The ACCC educates consumers and businesses about their rights and responsibilities on price displays, and can investigate if a business breaks the rules about displaying prices. A sale label or price comparison can mislead a customer.

Emma Sleep Pty Ltd admitted advertising all 74 products with a higher strikethrough price and a discount or savings representation; 58 had not previously been for sale at that higher price, and the remaining 16 had almost never been. The Federal Court ordered Emma Sleep Pty Ltd and Emma Sleep Southeast Asia Inc to pay $15 million in total penalties for false or misleading sale-price representations.

Key Findings from ACCC Enforcement Action Against Emma Sleep

  • Total Penalties Paid$15
  • Products with Misleading Sale Prices74
  • Products Not Previously Sold at Strikethrough Price58

Pre-Approval Checklist for Promotions

  • Who qualifies?The ad and destination use the same eligibility rule
  • What is the real benefit?The business can deliver it consistently
  • What does it cost?The total payable amount is clear before purchase
  • What happens later?Renewal, support and cancellation terms do not undercut the promise

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