How do I evaluate my brand promise?

Transcript

You've defined your promise, and now you want to know how strong it is.

Here are some questions to pressure test its strength:

Does your brand promise something that is big enough to matter to your customer?
Does your brand promise something that is narrow enough for your company to own, that’s asymmetrical to you?
Does your brand leverage an empathetic customer insight?
Is your promise sharp-edged? Is it super clear what you mean by this promise?
Does your promise have teeth? Can you not just tell people your promise, but credibly demonstrate the truth of it?
Is your promise true? Do you always fulfill it?

Have you pressure tested the strength of your brand strategy?

A brand is there to help your business achieve its purpose. Don’t settle for a brand strategy that is limp. Create a brand strategy that will maximize the value that your business can unlock.