Your brand is more than your logo or website. Your brand is the emotional connection you create with your audience.
a promise is SIMPLE
This is not the same thing as your WHAT or WHY. This is you speaking directly to your audience. In the most simple way possible, what do you want to PROMISE them?
a promise is CREDIBLE
The PROMISE must be believable and match the customer experience.
a promise is MEMORABLE
Your PROMISE should impact every decision and should be visible inside and outside the organization.
a promise is INSPIRING
Your PROMISE should motivate your team and customers.