Here you’ll define who your audience is on a detailed level.
You’ll analyse your competitors to look for gaps in the market.
And then you’ll define the difference you’ll make in their lives.
These are the building blocks with which you will identify the position in the mind of your audience you’ll want to occupy, which will represent a certain experience your audience can expect to receive.
Philip Kotler, the “Father of Modern Marketing,” defined positioning as
“the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.”
The difference your brand makes in the lives of your audience is what the audience places in their mind, while the promise (literal or not) is the brand experience the audience will receive in delivering that difference.
That means that whether the brand makes a specific promise or not, stating the difference it will make in the lives of their customers is a promise to deliver on that experience.
Brand Promise vs Positioning Statement
The brand position represents the difference you want your audience to remember your brand for,
which is initially articulated in the brand positioning statement.
The statement outlines the critical elements you want your audience to understand (not remember) about your brand, which include:
The challenge / pain-point
The Key Benefit
Point of Difference
Though you define what you want your audience to understand through this statement, the statement itself is not written as a template or a piece of marketing for your target audience to consume.
The brand promise, on the other hand (whether it’s a literal promise or not), is customer-facing.
An effective brand promise either states or suggests that, rather than just receiving a point of difference, the customer will receive an overall experience in the delivery of that difference (which goes beyond just the position taken in the market by the brand).
The fact is, most successful brands never articulate a customer-facing promise.
They’ll start with a clear brand identity. Then, develop a brand positioning statement to define their difference, then a tagline to plant the seed of that difference in their audience’s mind.
But doesn’t that mean that the brand promise is the tagline??? No.
PROBrand Strategy BluePrint
Build Brands Like A Pro Brand Strategist
The exact step-by-step process 7-Figure agencies use to bag big clients through brand strategy
How to build brands that command premium fees and stop competing for cheap clients
How to avoid the expensive amateur mistakes that 95% of brand builders make to fast-track profit growth