Your Brand is Your Promise

When companies set out to build a Brand they are creating a promise to their customers of what’s on offer from them. Brand is fundamental to business success, because having built the promise, good delivery then reinforces that Brand and that starts the development of customer loyalty.

As a result, the look and feel of collateral that carries the Brand is also important, because customers judge every interaction with your company against the promise, or expectation, that the Brand offers them and they will decide very quickly whether your business lives up to its promise or not.

Successful Brands stand for something – the something is the special quality that differentiates your business from everyone else in your business space. Weak Brands deliver little or no meaning or differentiation.

When building your business, start by understanding the value you are offering to your customers, together with what makes your offering different to everybody else’s; and use that as the starting point for developing your Brand.


Two secrets to Brand success:

  1. Ensure your Brand gets your special message across at every customer interaction
  2. Live up to your Brand message

If you can do those two things – you will have loyal and happy customers – and we all know what that means! A successful business!

(Article kindly provided by Andrew Dugdale – Director of Sales

The Sales Assessment Branding and collateral were designed by Breathe Marketing.

Find out more about Breathe on branding.