Danielle said the essence of branding is your implied promise to the marketplace, it’s your your implied promise to the people who would interact with you.
For example, Danielle’s implied promise to her potential clients is that “you will be transformed” after working with me.
I think the implied promise of my business is that “you will be equipped to succeed as a solopreneur.”
In the manufacturing realm, the Ping golf company has taken its implied promise, tweaked it, and made it the heart of its marketing. Ping’s slogan is, “Play your best.” The implied promise? “You will play your best with Ping golf equipment.”
This is the first time I’ve heard branding described in terms of a promise, and I think it’s a powerful way for us as solopreneurs to:
1) Clarify who we are and what our businesses do, and
2) Differentiate ourselves in the marketplace
I encourage you to ask: “What’s the implied promise of my brand?” “What do I want my implied promise to be?” “What do I need to do (or change) to accomplish that?” I think it will strengthen your brand.
What’s Your Implied Promise?
Please share your opinion in the comments below.