A brand is a “marketing promise.” You are giving potential customers a promise that your organization or product will benefit them in a specific way. So, when you create a brand along with a tagline, you know you’re on the right track when there’s a positive promise implied. For example, notice the promises expressed in these brands:
- Wal-Mart – “Save More…Live Better”
- Quik-Trip – “Guaranteed Gasoline”
- Maxwell House Coffee – “Good ‘Til the Last Drop”
- Valorie Burton – “Get Unstuck…Be Unstoppable”
- Lysa TerKeurst – “Leading Women in the Adventure of Faith”
- Dr. Paul White – “Making Work Relationships Work”
- Compassion International – “Releasing Children from Poverty in Jesus’ Name”
- Growing Leaders – “Prepare Tomorrow’s Leaders Today”
- Hearts at Home – “The Go-To Place for Moms”
- Wildfire Marketing – “Spread Your Message Like Wildfire”
Examine your current brand. Is there a promise mentioned? If not, then your marketing campaign can’t reach its full potential. Consider changing it and you’ll thank me…I promise.
