Define your
brand promise

A brand promise is an articulation of what target customers can expect from their experience with an organisation. It describes the proposition and the value that this represents to the customer. As with other statements of direction, management must create the brand promise, own the brand promise, and relentlessly drive it to completion. The brand promise drives all of the company¹s actions and investments in people, processes, products, technology and delivery channels. It creates a laser beam focus that provides clarity and cohesion to the firm¹s many and disparate activities.

To help you define your brand promise, we begin with your target customers’ value drivers ie those expectations that drive attraction, retention and referral of your most profitable customers. (A good customer experience research process will have enabled you to determine these drivers). From these, we can then help you define a brand promise that communicates what your best customers can expect from you. This provides a firm foundation for designing your customer experience.

Find out more about designing your customer experience