As vague and abstract as it may sound, your brand promise is arguably the most permanent component of your organisation.
Unlike just about everything else, this is the one thing that cannot change or be repositioned. It is the absolute core of your brand and your business, and with every year that passes it must become stronger and stronger in the minds of your audience.
If it is not already clearly defined, then your brand promise should be established at the end of the research phase into your:
Business
Audience
Competition
The Broader Market
However, it’s important to recognise that the only one of those that you have complete control over is your business, and so it can be unwise to develop your brand promise based on transient trends in the market or broader political and economic environment.
Ultimately your brand promise should sit at the intersection of the following three simple truths:
You must be genuinely passionate about it.
You must have reason to believe that not only does your audience value it today, but will always value it.
You must have the confidence that you can always be better than the competition at delivering it. Not slightly better, but in a completely different league.
The next step is to articulate it in a way that is short, clear, different and memorable, after which your entire organisation must live and breath by it. It must be built into the very fabric of your organisation, from recruitment processes to pay reviews.
Of course this brand promise also shapes the rest of your brand identity, which can be broken down into:
Personality
Visuals
Values
Value Proposition & Credibility
Product
Brand Positioning
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