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      Documenting Your Brand Promise

      Document your Brand Promise to align around the promise you're making to your customers that both really matters to them and makes you different from your competitors.

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      What Brand Promise Is & Why It Matters

      Your Brand Promise is the promise you're making to your customers that both really matters to them and makes you different from your competitors.

      Your Brand Promise will help you win more of the Right Customers by helping you focus on HOW you sell your WHAT to your WHO.

      How to Record Your Brand Promise

      Note: If you don’t see Brand Promise in the left menu, you don’t have permission to edit this for your company. You can read them in the Strategy Summary.

      1. Under Strategy, choose Brand Promise in the left menu.
      2. If you’ve already filled in your Core Customer, you’ll see it on the screen. If not, click in the top text box to add your Core Customer description. The text will automatically save if you click out of the box, or you can hit Save when you’re done.
      3. Click the next box to add what your Core Customer needs.
      4. Then, add your Brand Promise.
      5. You can also document some Key Activities you’ll do to keep your promise and show how you will measure that you’ve kept it.
      6. You can add Comments or Attachments as needed.

      What Brand Promise Guarantee Is & Why It Matters

      The Brand Promise Guarantee helps a new customer try you if they don’t know you yet. The Guarantee reduces the risk the customer experiences when they buy from you for the first time.

      The right Brand Promise Guarantee will shift the risk from the customer to you in order to help you win their trust. These are NOT safe ideas. In fact, you may feel your stomach turning at first when you discuss and determine your Guarantee.

      Crafting a Brand Promise Guarantee that will shift the risk of buying from the customer to you will help you close more sales and grow your business.

      It may be painful at first, but doing this will make you stronger and will set you apart from your competitors.

      How to Record Your Brand Promise Guarantee

      1. Under Strategy, choose Brand Promise in the left menu.
      2. Scroll to the Brand Promise Guarantee section, and click in the text box to add your Brand Promise Guarantee.
      3. Then, you can document how the guarantee makes you different, how it improves your company, how it could hurt you, and how it helps you close sales.