- Singular Expression of Value: A brand promise is a singular expression of what makes your organization — or its offerings — uniquely valuable to your customers.
- How You Want to Change the World: The brand promise shouldn’t just describe what you do and how you deliver it. It should express how you want your customers’ lives or work to be improved as a result of what you do. How do you want them to feel before, during and after they choose you?
- Build from Customer Insights: As a result, the brand promise should grow organically from insights about your customers. This is a combination both of what you believe, and what people outside the organization believe about what you do.
- Be Aspirational: A good brand promise should reflect both who you are, and who you aspire to be. It’s OK if you’re not meeting every aspect of the promise today…as long as you’re committed to getting there.
- Put it up on the Wall: Your brand promise may not be a company tagline, but it could well be your mantra — and that of everyone in the organization. Put it up on the wall — it’s what you’re trying to live up to each and every day.
These are my principles. Your thoughts?