A BRAND IS A PROMISE DELIVERED
So what exactly is a brand promise?
A brand is a complex organism with many moving parts that collectively represent your organization. Because a broad view of a brand can become overwhelming, this is where the brand promise comes in. Its purpose is boil down the entirety of a business into a concise yet powerful statement about what it exists to be, do and provide. It is not necessarily a slogan, advertising headline or public statement (though it can be as long as your brand truly lives up to it). Its true power comes not from what it says, but how it rallies your organization around its purpose and creates strong and meaningful connections with the people you serve.
When you have defined a successful brand promise, it will help you:
○ Create strategy and content that’s on-target and effective
○ Build products and services that meet the needs of the people you want to serve
○ Filter new ideas to ensure that they align with your business’ true purpose
So let’s dive in to this exercise. Print out this document (or not if you are more tablet person), and sit down with your favorite beverage. Spend some time thinking about who your company is and who you desire to serve. Remember that words create worlds, so do not be afraid to spend time wrestling with words to find just the right language.