Every brand makes a promise. Whether you take the time to articulate your promise or not, your audience will make an assumption of a promise made.
Not every brand needs to articulate their promise. For some brands, an articulated promise might work against it if the ability to deliver consistently is not there.
For those who have unwavering confidence in their ability to deliver however, a well-articulated promise helps to shape the expected experience in the mind of their audience.
Such promises don’t just help the brand to solidify it’s position. They align the brand to a specific experience and subsequent emotions.
What experience and emotions would your brand benefit from being associated with?
If you haven’t made one, what assumptions will your audience make and can you deliver on those assumptions?
Do you believe an articulated promise or an assumed promise is more powerful?
Let me know in the comments Right Now!