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Published January 03, 2020 at 07:15 AM

What is Brand Promise and How Do I Know if Mine Needs Work?

4 min read
4 min read

Key Takeaways

  • A Brand Promise is HOW you sell your WHAT to your WHO: it starts with identifying your Core Customer and their needs, then finding the messaging that resonates with them, and it helps hone your product lines.
  • When updating your strategic plan, start with the area that solves your biggest business issue: people pain points toward Core Values and Core Purpose, lack of direction points toward your BHAG, and sales struggles point toward Brand Promise.
  • A solid Brand Promise does four things: differentiates you in the marketplace, helps your sales team close deals, aligns your sales and delivery teams internally, and guides decision-making around products.
  • A Brand Promise could last 20 years or 2 years; as long as it still accomplishes the four things above, it is solid.
  • The minute your Brand Promise stops differentiating you or closing deals, it needs work, so stay connected to it, use it, and tweak it when it is no longer relevant.

This quarter, I've been focused on helping my clients document their Brand_Promise_GuaranteePath of Progress for the next four quarters.  What parts of our One Page Strategic Plan  need work?  Where do I start?  What's next?

Simply stated, you should start with the strategic area that will help you solve your biggest business issue.  For example, if you are feeling pain around people, revisit your Core Values and Core Purpose.  If you are feeling pain around not having a strategic direction, work on your BHAG.  If you are struggling with sales, Brand Promise is your best bet.  Lately, Brand Promise is where many of my clients are spending their time.

In short, Brand Promise is HOW you sell your WHAT to your WHO.  It starts with understanding and identifying characteristics of your Core Customer (WHO) and understanding their needs.  Next, determine what messaging resonates with them (HOW).  It also helps you hone in on your product lines (WHAT).  The result should be a clear, precise Brand Promise that drives increased sales.  

So, how do you know if your Brand Promise is the right one?  Here are 4 things a Brand Promise should do:

1. Differentiate you in the marketplace.  It has to make you memorable and remarkable.

2. Make sales. It has to help your sales team close deals.

3. Align your sales and delivery teams internally. It has to sync up the entire organization around what's promised and delivered to the customer.

4. Guide decision-making around products. When faced with product decisions, ask how it will affect your Core Customer.

As with any strategic topic, it's always up for discussion and tweaking.  A Brand Promise could last 20 years or it could last 2 years.  As long as it is still accomplishing the 4 things above, it's solid.  The minute you are no longer differentiated or closing deals because of your Brand Promise, it needs work.  It's important to stay connected to your Brand Promise, use it, and tweak it when it is no longer relevant.

 

 

Rhythm Systems Brand Promise Tool  

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Frequently Asked Questions

What is a brand promise?

A Brand Promise is HOW you sell your WHAT to your WHO. It starts with understanding and identifying the characteristics of your Core Customer and their needs, then determining what messaging resonates with them. It also helps you hone in on your product lines. The result should be a clear, precise Brand Promise that drives increased sales.

What should a good brand promise do?

Four things. It should differentiate you in the marketplace, making you memorable and remarkable. It should make sales, helping your sales team close deals. It should align your sales and delivery teams internally around what is promised and delivered to the customer. And it should guide decision-making around products, judged by how each decision affects your Core Customer.

How do you know if your brand promise needs work?

Check it against the four jobs of a Brand Promise. The minute you are no longer differentiated in the marketplace or no longer closing deals because of your Brand Promise, it needs work. Stay connected to it, use it, and tweak it when it is no longer relevant.

How long should a brand promise last?

There is no fixed lifespan. A Brand Promise could last 20 years or it could last 2 years. As long as it still differentiates you, makes sales, aligns your teams, and guides product decisions, it is solid. Like any strategic topic, it is always up for discussion and tweaking.

Where should I start when my strategic plan needs work?

Start with the strategic area that will help you solve your biggest business issue. If you are feeling pain around people, revisit your Core Values and Core Purpose. If you lack strategic direction, work on your BHAG. If you are struggling with sales, Brand Promise is your best bet.
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Tiffany Chepul
Tiffany is a Rhythm Consultant who helps leadership teams turn ambition into execution. With a strong foundation in sales and public relations, she brings both strategic clarity and real-world communication expertise to every engagement. Tiffany specializes in building high-performing Think Plan Do Rhythms that align teams, sharpen focus, and drive purposeful growth. She’s passionate about helping organizations move faster, stay accountable, and achieve meaningful, measurable results.
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