Ep# 091: Crafting Your Brand Promise
There is so much noise and competition these days for both online businesses and physical brick-and-mortar businesses.
One of the most common fears and concerns that I hear from the people I work with is that they are starting to doubt themselves because of that noise. They question their value because they start comparing themselves to everyone else and that’s how they begin to measure their own business - up against someone else's.
So let’s nip that thought right in the bud today with some business and brand positioning strategies that will give more confidence in your value, clarity in your messaging and make it clear why you’re the right choice for your ideal client. Sound good?!
Get your notebook out and make sure to check out today’s show notes to snag the Brand Promise worksheet that I created just for you to help you crystalize your brand promise! This will make all the difference.
What is a brand promise?
Your brand promise encompasses every aspect of your business and mission. It’s the value or experience your customers can expect to have when they do business with you. It’s all about how you make them feel: what are the emotions that come up when engaging with your brand? Remember, people make decisions based on their emotional connection to a brand.
Develop your own brand promise
Don’t think of your brand promise as a tagline as much as a statement you work hard to stand by and that represents how your clients and customers can expect to feel when associating with your brand.
What emotions do you want your customers to feel when they work with you? If you aren’t intentional about this, you might not like the emotions that come up! If you are intentional about this, you can invoke those emotions you want your customers to have when they connect with you.
If you’re the type that needs a formula to work from, here’s one that can work…
YOUR BRAND SERVES CUSTOMER CATEGORY BY PROVIDING QUALITY LEVEL PRODUCT CATEGORY AT PRICE LEVEL TO COMPANY VALUES.
Grab the free worksheet to see some examples of real brands that break down this formula and make it their own really well!
Your brand promise should capture the essence of your brand and shine through in all of your marketing. Everything you put in front of your audience should be in alignment with this brand promise. Being crystal clear on this will help you stay focused and consistent, attract the people to you that you actually want to work with, and will be a guiding light to any team members you bring on board.
Your promise should be evident in your messaging
At the end of the day, the reason you are going to stand out against the noise and against your competitors is that you know who you are, and you know what you deliver, and you know how you want to make people feel. You know it so deeply that it starts to naturally permeate everything you do, from the way that you market to the words on your website to the way that you speak.
Position yourself to stand out
When your competitors are going right, how are you going left? When everyone else is using the same marketing strategy, how can you put your own spin on it that’s in alignment with your brand promise?
You don’t have to reinvent the wheel, just be more you! Stop comparing yourself and your business to others! Listen to the whisper of who you are and what you are called to do with your brand.
Focus on the transformation
This is so key: you need to always remember what people are really buying from you, and highlight that. What is the end result your client is looking for?
The power of a Brand Promise is epic, don’t underestimate this! Take a minute to work through this and make sure you can confidently say what your own brand promise is, and then start to weave it into your messaging and positioning and you will become known for what you do!
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Craft your own brand promise with this free worksheet!
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Do you know what sets you apart from the crowd? Being unique is a superpower, and we all have it! Owning your superpower is what draws your perfect audience to you -- but you can’t own it if you don’t know what it is! Text “superpower” to the number 38470 for my free worksheet that walks you through exactly how to pinpoint what sets you apart from the crowd!