Bill Gallagher walks through finding your three core brand promises by asking your best customers what you're reliably known for. Southwest Airlines uses low fares, frequent flights, and fun. Pick one leading promise and one or two supporting traits that set you apart.
Oh, are you trying to figure out your brand promises? Maybe you feel like no matter what you come up with, it still feels generic. It feels like everybody else in your industry or whatever. It's just not distinctive. And yet you know there's something more there. You're just having trouble articulating it. Well, the easiest way to do this is to go out to your core customers. Don't go out to all your customers. Go out to the ones that you'd really love more of the really ones that you feel you have great connection with, affinity that really love you. Go out to those kinds of people and ask them, who are we really? What are we reliable for? What can you count on from us? What's different, unique, even a little weird about us? Those things you can distill down to three brand promises, and you definitely want to work out what's the most important one. It's often something that you don't realize that you're particularly good at. So there will be a leading one that sort of table stakes that they really count on and might in fact be fairly differentiated. And then there might be a couple that are just a little bit off. Right. Southwest, particularly known for low fares, but they also do lots of flights, and they actually make it a little bit of fun. So they have their three lfs as an example. Right. Very big company. But you can apply those same ideas, whatever stage you're at, and figure out something that really you can promise the market and that makes you unique. And that's how you come up with three brand promises.
