Your brand promise is your “what we do and how we do it” statement to potential and actual customers. It’s the “what and how we deliver.”
And sometimes it’s crazy difficult to put down on paper and carry through—in my years at ABC, I saw frequently how tempting it can be to sort of over promise, to want to be all things to all people, and how hard it is to say “no” (even for very good reasons), especially when the CEO (or another upper-level person) wants you to do something different.
So it helps to have a document you can refer to that starts with: our brand is.....
And to define the brand, it can be helpful to start here...
What gets you excited?
Begin by thinking of your brand: what gets you excited about your business? For example, let’s say you own a paint company because everyone needs paint so it’s a good, secure business. But what made you choose paint instead of, say, real estate (the stuff you put the paint on)? Well...real estate involves tests and besides, you like the thought of beautifully painted houses….ah, that’s where your brand statement begins. You start by asking not only what gets you excited, but what gets your customers excited (i.e. why should THEY be as passionate as you are about paint…somewhere in that intersection of you and them is where you’re going to find your sweet spot.). You can start these statements with “we believe”….we believe that color is the most important element in houses, we believe that bedrooms should be soothing….that sort of thing (I am making this up as I go along, so don’t quote me.)
If you’ve never gone through this exercise, it can be both eye-opening and confusing—you might discover you’ve gotten completely off track in your marketing. On the other hand, you might discover just a couple of tweaks will get you humming along quite nicely…and you might even discover a whole new reason to be in business—and a whole new way to approach what you’ve been doing.
Later this week…more on digging out your personal brand statement.