The promise of a brand
There are three types of promises:
Problem Solving Promise: You must be able to solve a problem as a brand. Your Brand must solve a specific problem. For example, our pain killer can stop pain fast – within 30 minutes. You must make sure that you deliver this promise to avoid negative reviews by customers.
Quality Promise: Quality is intrinsic. What is your quality promise of your product or service? What is your minimum standard that Customers should expect? What are you able to deliver consistently? what are you able to stake your reputation against?
Declared Promise: What are you able to declare about your company. what expectations are you able to create and deliver on. Your Brand should convey a benefit that separates you from the crowd that is authentic and credible.