In the previous newsletter, we asked you to survey your current customers to see if you fall into the 75% of highly successful companies that deliver on their brand promise. What were the results? Are you consistent or is there room for improvement?


A promise is only good if it is measurable and kept. Remember Chipotle and their inability to keep their promise of “food with integrity”?


Your brand will grow in value when a promise is delivered consistently. Although the opposite is true too—you’ll lose value when you fail to deliver. Use your promise as a tool so your customers can hold you accountable to what it is that sets your brand apart. 


Your promise can be expressed as a tagline or as the message on the homepage of your website. However, it must ALWAYS be manifested within the delivery of the customer’s experience. 


Be confident and deliver a consistent experience for your customers. Perception will influence behavior, which will ultimately drive long-term value. 


Consider: Tom Peters, a highly regarded business thinker, said that developing a Brand Promise was important and made sense, but unless everyone in the company buys into it, the whole exercise is a waste. He asks, “Does this Brand Promise make sense to you? As individuals? In your daily work? With your clients? Is it genuine, dramatic, and inspiring?”


“Promises are like babies: fun to make, but hard to deliver.” 


(Your brand will thank you)

Picture of Alysha Smith
Alysha Smith is the chief executive officer and creative director at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.