Tuesday’s Tips — The Big Brand Promise

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. They're really ones that you feel you have great connection with, affinity, that really love you. Go 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 and ask somebody outside of your own world and it'll make it much, much easier. My name is Bill Gallagher, Scaling Coach, host of the Scaling Up Business podcast. We've got tips, ideas, things like this, deep dive interviews with gurus, lots of conversations with entrepreneurs about their journey and growing their businesses. All that and more. Wherever you get your podcasts or video content, or at our own website@scalingcoach.com you'll find hundreds of episodes like that there, like this and more there, along with the notes, the download, the links, the special offers. All that and more at scalingcoach. Com. So go there, like subscribe and you'll get them every week. We put them out continuously and you might find they're helpful for you. I hope that helps you keep Scaling Up. Talk to you next time.