The core of a brand promise is differentiation. Why should a customer buy Nike shoes, and how are they different from Reebok and Adidas? If customers know who you are (being) and the types of products you sell (breadth), but they don’t know or can’t articulate why it matters if something comes from you or your competitor, then they don’t have sufficient awareness of your brand’s benefits.
Maybe your brand strategy does not adequately capture or convey that message. Many airlines, banks, and hotel chains face this challenge since customers often see them as interchangeable. This is one reason they have to spend so much money on loyalty programs, which are really just a form of discounting, to motivate customers to stick with them. Some have failed to create awareness, sometimes even among their regular customers, as to what their brand stands for and why the benefits they offer outweigh those of their competitors.
In contrast, companies like Apple, Under Armour, Geico, and Disney do an excellent job of expressing through both messaging and even more importantly, experience, how their brand is different.