Creating the Brand
Creating a “brand promise” means defining your brand and transforming it into an attractive and memorable brand promise. The Promise will not be effective if no one connects with it, or remembers it.
A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with your company alone. Within an industry, promises can be very similar, but if you’re after success, you must stake out the specific territory of your promise and know clearly how it is different from the promises of other firms.
The right promise is not just something you make up on a Friday afternoon. It comes through a deep understanding of your marketplace, your customers, and the capabilities and motivations of the people in your company. Creating a promise you cannot sustain, year after year, is plain suicide.