Your brand promise is your personal mantra or statement that you promise to deliver to your audience/customers each and every time they come in contact with you and your product/service.

Creating a brand promise doesn’t have to be difficult. If you have answered the 5 W’s about your personal brand, you already know who you are and what you stand for. Now, creating your brand promise should be that much easier.

My brand promise is to deliver creative, digestible communications so that my audience can successfully craft their personal brand. Your brand promise will consist of a few short sentences that speak about what you plan to deliver and what your audience can expect from you. Staying true to your brand promise is very important, so limit it to what you know you can deliver consistently. You will have enough time to be lofty later.

Don’t mistake your brand promise with your mission statement. Your mission statement is about your purpose for the long term. The brand promise on the other hand, is simply about product and delivery. If you sell widgets, you can promise to deliver quality widgets to your customer. In regards to your personal brand, if you call yourself the gadget guy, you are promising your audience that you will always be on the cutting-edge of the newest gadgets; even before they hit the mainstream market.

Usually a personal brand is created to shine the light on your specialty or an expertise that you possess. Whether you are crafting your personal brand on the basis of marketing an external product/service, or an internal expertise, having a brand promise and sticking to it is paramount.

From your brand promise you can create a tagline that further resonates with your audience. Let’s take Jaguar’s tagline for example: The art of performance. Here we can clearly see the brand promise within the tag line. Jaguar is aware they have competitors that produce high-end, high-performance vehicles, but they promise to deliver the art of performance. The suggestion is like the art of making love, which is different than simply having sex. The word art suggests there is a deeper, more rewarding experience to be gained from driving their vehicles.

Think about what you deliver to your audience and create your own brand promise. For a consultation, or to chat about brands find me on Twitter.com @theuptowndiva or @thesocialiteprj. Find me on Facebook at: Cristal Carrington