Part of the Branding Series What is your brand promise

A brand promise is an extension of a company’s positioning. If you think of positioning as the fertile ground that allows a brand to germinate, grow and thrive, the brand promise is a brand’s fruit—it’s the tangible benefit that makes a product or service desirable.

A promise, of course, is good only if it’s kept. If a company doesn’t deliver on its promise the vast majority of the time, its reputation—and sales—will likely decline.

This episode we will explore the brand promise and how it works to position your company