Defining a Successful Brand Promise

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.


Now you...
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WHO DO YOU SERVE?

‍First, you’re going to identify the people group you set out to help. When accurately completed, your ideal customer will recognize himself when you describe him in this section. Now you can take some paper (or tablet :) to describe the audience, communities and/or organizations you serve.
Pick the top 3, then narrow to the one that resonates the most with you.

‍Examples:
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‍A firm that offers security systems for the residential market: “We help homeowners ...”

A company that provides virtual assistance for digital marketers: “We help busy digital business owners ...”

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Now you...
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WHAT DO YOU DO?

‍Second, describe what product or service you offer to help others. Be specific, but keep it short. Your brand promise will work best if you describe what physical change happens as a result of using your product or service. Pick the top 3, then narrow to the one that resonates the most with you.

‍Examples:

‍A firm that offers security systems for the residential market: “... protect their valuable residences and personal property ...”

A company that provides virtual assistance for digital marketers: “... make the most of their limited time ...”

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Now you...
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PUT IT ALL TOGETHER

‍Now that you have the steps complete, it’s time to put together your own powerful brand promise. If you are not pleased with the results, revisit the steps and continue crafting the language until you are satisfied with the results.

This simple exercise can help set the direction for everything you do.


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Now you... :-)




WE HELP    ________________________
Who do you serve?



‍TO    ________________________
What do you do?



‍SO THAT    ________________________
Why do you do this?


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