Brand tip: It's a promise

Your brand is a promise to your customers... But do you always keep it?

Your brand is your promise to deliver something to your customers. At it's simplest level it promises to give them the product or service they're paying for. But it can be a lot more. That promise can be the difference between you and your competitors. What do you promise your customers?

But you need to be aware of the difference between making a promise and keeping a promise. Making the right promise will win you customers - but if you fail to keep it you will lose them just as quickly, and damage your reputation in the process. So don't promise what you can't deliver.