Brand Propositions : Your Promise to your Customers

I like this 'Brand Idea Chart' from Adliterate. An entire brand can be created on this little simple chart. Gob smacking isn't it. Once you've answered the question in each circle in one or two sentences, then you need to refine your statement to the world.

This refinement of the right hand circle where it says 'Your Promise' is called a Brand Proposition. It will be your brand statement of clear and deliverable benefits your customer(s) will derive from choosing your brand.

A good Brand Proposition will also include your USP(Unique Selling Point) customer benefit that no one else can provide.

Ultimately a brand proposition is a promise that you'll deliver what your brand says on its tin.

Deeper than that it should build an emotional connection, be engaging, unique, relevant to your intended customer and be easy to understand.

Once you've grasped what your brand is about and you believe you can deliver Your Promise, then you can set yourself the challenge to create a Secondary Brand Proposition.

A Secondary Brand Proposition is an expression/action of your brand promise without using your statement or products.

Give yourself two quick homework assignments.

First fill out the diagram pictures above for your brand and see if you can give Your Promise an emotional connection.

Then think of a highly visible and effective altruist action that your brand team can do to 'live' your Brand Statement.