K E Y E L E M E N T S Brand Promise If you think of positioning as the fertile soil that allows a brand to grow and thrive, the brand promise is the brand’s fruit—it’s the expected tangible value that creates desire for a product or service. When your target audience thinks of your brand, they should come to expect a certain level of quality and satisfaction. Simply put, your brand promise tells your customers quickly and effectively what they can expect from you each and every time—guaranteed. When a brand stands for something, or shows a strong level of commitment, the brand gains recognition and loyalty amongst its consumers. Like American Express’s commitment to security, Honda’s promise to the highest quality, and Walmart’s commitment to the lowest prices. Increase your reach by: • Making competitors irrelevant – Attain sustainable differentiation by carving out a recognizable niche. • Creating a message - Define a value proposition that creates a consistent message that makes your business your customer’s first choice.
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