You’re trying to create a brand promise. What tools should you use?

Many switch these two up. What bigger dream do you set out to achieve? How will you achieve it and who do you support? Mission: I help <who> do <what> that let’s them <Result> For example: Supporting <LinkedIn creators> with <building their brand> that let’s them <grow their Revenue> If more people grow their Revenue by building their brand on LinkedIn… Vision: <Why> this is what matters to me. More people do what they love, share their talents, help others achieve their desired Results and together we create a Ripple effect and make the world a better and brighter place.

A clear vision and mission aligns your brand promise with your company's purpose and values. As Elon Musk says, "If something's important enough, you should try. Even if you don't succeed the first time." Define your vision for changing the world and let that guide your brand promise. Useful tools include mission statement generators and vision board templates. The key is authenticity.

El primer paso para generar una promesa de marca, en mi opinión, es saber qué puedes dar, si alguien lo necesita y si tienes el compromiso contigo mismo y con la audiencia para realizar los esfuerzos necesarios. Saber qué puedes dar es el paso final de saber quién eres, cuál es la esencia y la verdad de tu Marca. La esencia y la verdad tienen relación con la visión y la misión. A veces se puede hacer ingeniería inversa; vives tu visión y la puedes describir, entonces ves cuáles son tus cimientos, qué te mueve, qué te inspira, qué quieres aportar. En ocasiones se quiere complicar lo sencillo. Pero aquí lo "sencillo" es saber para qué naciste.

Imagine shopping for your perfect brand experience: Positioning sets the stage by making sure the brand knows exactly where it stands, Vision paints a picture of the exciting journey ahead, and Value Proposition whispers the unique perks you'll enjoy. Together, they create a brand promise – your guarantee for a delightful adventure tailored just for you! ????? #BrandMagic #BrandPromise

A brand's vision and mission are its compass and map. They articulate not just where the brand aims to go but also why it exists in the first place. In shaping these, consider the broader impact of your brand on culture and society. Your vision should inspire by tapping into shared dreams, while your mission must resonate on a personal level, bridging the gap between your brand's aspirations and your audience's values. This alignment makes the brand not just a product or a service provider, but a movement people want to be part of.

Building a hypothesis is a fun way of testing things out: While talking to ideal clients.. figure out: What Pain die they no longer want to have? What pleasure are they trying to have? Which objections can you expect? - time - money - approval - self-doubt - shame Which Customer aspirations can you highlight? Highlight those in texts and conversations and make it better each time you perform again

We believe in customer-centric approaches to business because it's the best source of advantage. Being customer-centric starts with understanding the customer. Our favorite method for doing this is simple: take every opportunity you can to 'talk' to and 'learn' from prospects and customers in non-sales conversations. This doesn't require a lot of effort or special tools. Just a commitment to embedding this behavior into business strategy and the entire revenue cycle, from awareness to advocacy. Then, use put what you have learned to work to improve your offering and how you deliver it. Continually update this new 'Customer IQ' with fresh conversations and testing new solutions based on it.

"The consumer isn't a moron. She's your wife." (David Ogilvy) Get to know your target audience through surveys, interviews, persona creation, and journey mapping. Build empathy and learn what they care about. Let those insights shape your brand promise to solve their needs. Helpful resources include SurveyMonkey, UserTesting, and Social Listening tools.

Entender qué necesitan los demás, te hace ver si tú eres capaz de resolver esa necesidad. Para mí la investigación de clientes casi tiene que ser antropológica, entender sus factores culturales y ver cómo encajar en ellos. Porque solucionarle su dolor está bien. Pero solucionarle su dolor sin alterar su día a día es mejor.

The heart of any brand is its customers. Customer research should go beyond demographics and psychographics to understand the cultural and emotional landscapes of your audience. What are their fears, loves, and aspirations? Use this insight to speak to them in a language that resonates, creating connections that are not just transactional but transformational. This deep dive enables you to craft messages that are not just seen or heard but felt.

An Unique Selling Proposition is best turned to a Unique Buying Point… Going from product or organizational centric to customer centric communication. Beckon the Right Buyers not by telling your great. Show the outcomes buyers are looking for and can find by becoming your customers.

Articulate how you uniquely deliver value. As Steve Jobs said, "Design is not just what it looks like. Design is how it works." Map your competitive landscape and differentiate your value. Craft a positioning statement. Test it with customers. Refine until it resonates. Tools like SWOT analysis, competitive audits and Value Prop Canvas help. The key is relevance.

Value proposition is where rubber hits the road. Consumers largely buy your value proposition i.e What’s in for me & what i am paying for it. To be consumer need is the base on which differentiation, value proposition & USP are formed. There are tools like value proposition canvas are available which helps you to channelise your thinking & focus to come up with differentiation & USP etc. honestly you need common sense to understand what consumer going to value vs what going to be in vein.

La propuesta de valor no solo reside en qué ofreces sino cómo lo ofreces. Por eso es importante entender el contexto, el ambiente de los clientes para que nuestra promesa no se discordante, en ningún sentido, con su realidad. La funcionalidad de las propuestas de valor es lo mínimo y nunca llega a ser lo diferencial en un mercado con más competidores. Céntrate en tu porqué, para qué y en el cómo que quieren las personas.

Your value proposition is your brand's battle cry. It's not just what you do; it's why it matters. In crafting this, look for the intersection between what the world needs and what you uniquely offer. This isn't about being better in a sea of sameness but about being different. Your value proposition should crystallize how your brand enriches lives, shifts paradigms, and sets the pace for the future. It's an invitation to experience something not just new but necessary.

El lenguaje es fundamental en una cultura. Muchas veces ese lenguaje determina si estás dentro con autenticidad o no. Y la diferencia es si eres sentimiento o intención. Eso se refleja claramente en el tono de una marca. Ser o estar en un generación. También es importante determinar tu personalidad como Marca. Porque eso será la esencia de tu voz y nunca se debe perder, independientemente del canal.

Add more depth to a brand and especially useful for company brands nowadays wit AI on the Rise! Yes you need a specific brand voice and tone, but using different archetypes (globally Recognized character types from Carl Jung) infused with one another create the depth people are looking for. A more humanized approach to building your brand. Showing your for example not only the leader, the number one in the market, but also that you care, are exploring as well as a wise person that has the solution…

"Words matter. Voice matters." (Jay Baer) Define your brand's personality with a brand voice guidelines document. Sample messaging for common scenarios. Align on ideal tone. This builds trust and connection. Resources like the Voice & Tone guide from MailChimp are helpful starting points. The key is consistency.

Knowing whom we are addressing is crucial to creating and adapting the speech with the right tone of voice. There are several ways to say the same thing. But how do I define my tone of voice? 1?? You have to be very clear about who you are: think of your brand as a person. Is it young? Is it old? Is it serious? Is it humorous? 2?? Choose the linguistic resources: Will you speak in singular or plural? Will you use colloquial expressions? Emojis? Memes? Will you speak in the affirmative? In question? In imperative? 3?? How does my brand speak in the different channels? Some brands have several audiences in different channels and have to adapt to each of them.

Voice and tone are your brand's personality. They're how you say what you say. It's where your brand's human side comes to life, enabling you to converse, not communicate. Your brand voice should mirror the nuances of your audience's language, leveraging cultural insights to strike chords of authenticity and empathy. This is about being a living, breathing entity in your audience's world—someone they know, like, and trust.

Brand slogan & tagline helps to stand out. Here’s example Fogg deo created dent in Indian deo market with their offering & positioning of “No gas deo” what really struck the cord when fogg came with campaign to underline their leadership in deo market with ad punchline “What’s up”? “only fogg is going on” This line became lingo across India, people would answer general question like what’s up? Fogg is going on… It helped Fogg brand to further consolidate its brand awareness & visibility

A slogan or tagline is your brand in a nutshell—a memorable, emotionally charged encapsulation of your essence. It's the hook that makes your brand sticky in the minds and hearts of your audience. Crafting this requires a blend of creativity and strategy, distilling complex ideas into a few powerful words that capture your brand's spirit and promise. It's your brand's signature, making every encounter with it unmistakable and unforgettable.

Just do it Think differently … Amazing example of triggering the Right buyers to make them feel they’re part of something bigger. Something they too want to attach their name to. Don’t use a simple generator. Spend the time to truly figure out who you are, what you do and why and find the magic that is unique to you. You owe it to those you want to impact! There are people out there that can help you find yours. Just… don’t take the short cut ?? it’s worth it. long term!

Make it memorable and meaningful, like Nike's "Just Do It." As David Droga says, creativity thrives under intelligent restraints. Set requirements like character length. Involve your team in brainstorming. Get customer feedback. Useful tools include tagline generators and naming guides. The key is distinctiveness.

A brand promise sets the expectations with customers about what the brand experience will be like in a direct and succinct manner that still gives a depth of information. It’s not a product or service-specific message, but rather one that guides the values and mission of the company.

Create a brand guidebook to maintain integrity across touchpoints. As Jensen Huang says, "Good design accelerates the adoption of new ideas." Include visual identity, writing style, typography, imagery, and experience principles. Helpful resources include brand style guide templates and tools like Frontify. The key is cohesion. "If you want to increase your success rate, double your failure rate." (Satya Nadella) Challenge assumptions through rapid experimentation. Be willing to fail fast and learn. Stay nimble and optimize based on data. The key is agility. With the right vision, customer insight, value focus, consistency, distinction and flexibility, you can craft a powerful brand promise.

But and guidelines are going to be crucial to maintain consistency and focus any time you start working with someone new, be them a hire or an external partner. Without them you will easily show up with different identities to your consumers and dilute the strong effect that your brand can have

Brand guidelines are SOP & framework that helps brand to remain consistent across the platforms. It helps to align all brand team members, media team, graphic designers and all external agencies without much efforts. Brand style guide is an effective tool for bring consistency, it covers all the aspects of brand & branding.

Beyond the usual set of guidelines, I like preparing a broader brand toolkit that translates attributes, core messaging framework into a set of tools including guidelines, campaign playbooks, content and asset libraries, templates, training, strategy workshops, and celebrations of good uses. Ultimately, to maximize effective brand application, the brand has to be meaningful to every stakeholder's job. The toolkit answers: how will this help me in my job?

When crafting a killer brand promise, I strongly recommend building a solid brand platform first, or if the brand already has one, build the brand promise based on it. I like to think of a brand platform as a compass guiding you to distill core elements and messages that represent the brand. There are various brand platform models, but they all incorporate the brand's history, target audience, mission, and values to define the brand territory. This approach ensures your brand promise isn't just a catchy phrase; it's a powerhouse made from the core ingredients of your brand DNA. It's the sweet spot where coherence and consistency meet, setting the stage for a brand promise that resonates with audiences and stands the test of time.