Brand Promises

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Brand promises. What are brand promises? Why do they matter? Brand promises are what your customers can expect from you. What do they expect? Do they count on? And what's different about you? Now there's really three. You want to have three brand promises. The number one brand promise is fairly basic. It's the most important thing. It's sort of core. It's, it's the main thing. So Southwest Airlines, one super well studied airline, that kind of thing. Their first brand promise is low fares. Now are they lowest fare? Sometimes, but they're in the general low fare category. Overall you're going to get low fares with Southwest Airlines. They're a low fare carrier and they're going to be very competitive there. Maybe not the absolute, always lowest, but very, very close. Mine is making scaling up easier. My core thing that I have to do as a coach, as a trainer, facilitator, advisor in the world of scaling up and related company growth, I have to make it easier. So that's my number one thing is making the whole thing a lot easier than if you did it on your own because could just do it on your own and many people do. Perhaps you're doing it on your own right now. I just would make it easier. So what is it the most core basic thing that you do? The next two things are differentiating, right? So what is it that's different or better about the way that you work versus people in your basic category? So from the other coaches, what's different and like how could you focus in on that? So mine is in the case of Southwest, it's lots of flights. Now having lots of flights, a really full schedule along many routes is something that many other discount carriers don't have. And their third one is lots of fun and for sure flying. I don't know Spirit or Ryan or some of the others can actually be a pretty miserable experience. But Southwest, with their light hearted, folksy kind of style can make it kind of fun to fly on a discount carrier. I tend to fly about 50 Southwest flights a year, and although I love to fly another carrier where I get upgraded to first class because of my frequent flying, I will often fly them because they're really easy. On some routes they have so many flights that it just makes sense for me. So in my case, easier is number one, faster is number two, so easy, fast. And I use tools and technology and different methods and that kind of thing and I probably do more of that than many other coaches. And the last one is more fun. And there are a lot of coaches and even clients who don't particularly like my playful, irreverent style, the way I play music, my sense of humor, my swear words, things like that. But other people think that's really fun. So my differentiators are easier, faster and more fun. And the focus on fun is pretty unique and not common amongst all of the coaches. Now there's other coaches who like fun too, but we're looking at three unique brand promises that you can make. Not more than that, not less than that. We wanted to distill it down and here's an easy way to do Once you've figured out your core customer, you could go ask them what are we really great at? What's different about us? What's bad and even weird about us? The last question will help you to hone in on your anti brand promises or the things that you don't do that you want to hang on to in order to make a profit and to be unique. So three brand promises and perhaps some anti brand promises or things that you don't do that cost people that make the difference that keep you a profitable differentiated business. Hope that's been helpful. You know, if you want to get smart about this today, figure out your core customer, survey them some questions, brainstorm yourself, fire all that stuff into an AI tool like ChatGPT, ask it to summarize it down to three main themes and to put those in three to seven words, short sentences or phrases and you will have something probably pretty close that you could just finalize really quickly. There you go. Hope that's helpful. We'll talk to you again soon. Scaling your business shouldn't be such a lonely struggle. Our growth navigator coaching makes it much, much easier. You get weekly training, coaching and support with premium tools and with a motivated community. It's not just growth. It's growth done right. If you're ready to start scaling your business in a sustainable way, go to.

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