bring it all together
Two weeks ago, I asked you to write down why you are in business. This helps you, your teams, and your customers know why you do what you do.
Last week, I asked you to get specific about who benefits from your business. To hone in on your target customers.
And now, how do you bring your purpose for being in business to life - for your teams and your target customers? Introducing to you the “Brand Promise”.
I will be completely honest. Vision statements and mission statements are off-putting for me because more often than not, the terminology gets thrown around and used interchangeably. The more research I did, the less enchanted I became with them.
“If I Read One More Platitude-Filled Mission Statement, I’ll Scream” - Greg McKeown, author of Essentialism and Effortless
From a strategic standpoint, simply knowing very clearly why the business exists and coupling that with actionable clarity is far superior to crafty wordsmithing.
What brand promises do not do is restrict the business to a single product, service type, market segment, etc. It is not too many things all at once. Too many things translates to becoming an attempt at being everything for everyone. And that is effective for no one.
Brand promises build trust. They are directional. They are concrete. They give structure to how you do what you do. They guide day-to-day decision making. They leave space for potential.
Here is this week’s thought exercise:
1. Mentally scan your organization. Think about what you commit to providing as a brand long-term. Think about the values that you deliver on. Write these things down.
2. Take a look at the list. Which of these naturally align with your organization’s purpose? Which of these help you deliver value to customers? Which of these are measurable? Circle them.
3. Put the short-listed items together in one or two sentences maximum.
Here are some noteworthy examples to get you thinking:
“FedEx Ground will deliver to residences every day of the week beginning in January 2020, because shoppers don’t run on business days – they run every day.”1
“Southwest will provide a stable work environment with equal opportunity for learning and personal growth. Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.”2
“I can help you take control of your wellness lifestyle — in 8 minutes!”3 *(A special shout-out to Shawna, one of my mentors!)
Go for clear, meaningful, and achievable yet bold promises. Remember - this is about building trust, not setting anyone up for disappointment.
Now go out there and deliver on your brand promises.
Wishing you a great weekend,
Courtney
