What is brand promise?July 22, 2014
Distilling the brand promise is the crucial element of creating, renewing or refining a brand.
Fundamentally, a brand is a promise — a promise of an experience, a result, a particular style or way of operation.
To distill that promise, consider the following questions:
- What do we do?
- Who is it for?
- What problem do we solve for them?
- How do we do it uniquely or distinctively?
- How do we put that into a short, simple promise?
Getting the promise right is something that will take several iterations, often with different parts of the organisation as well as representatives of its key customers or public giving advice. Its final formulation should reflect the market category, the brand values and the brand's style or personality.