A brand is a promise

Branding is not your identity, mascot, company name, tag line, or logo.

Branding is just another name for planting “seeds of expectation” in the minds of prospects and customers.

When marketing coaches and consultants ask, “How do you want to brand this product?” what they’re really asking is how do you want your audience to think about that product once it comes to market.

A brand is a promise. It’s an expectation of an experience.

Coca-Cola better be “the real thing.”

Miller Lite Beer better be, “less filling and tastes great.”

Bounty paper towels better be the “quicker-picker-upper.”

The Indispensable Marketing Blog better offer “Marketing Advice That’s Absolutely Essential For Success”.

(By the way, the word product can easily be swapped for service, or blog, or newsletter, or any number of things you promote. The underlying concepts remain the same.)

4 thoughts on “A brand is a promise

  1. Pingback: Telling a great story « Indispensable Marketing

  2. Pingback: Why an Irresistible Brand is the Talent « Indispensable Marketing

  3. Pingback: How to Understand Branding in 7 Minutes « Indispensable Marketing

  4. Pingback: How to Understand Branding in 3 Minutes | Indispensable Marketing

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