In The Blake Project’s line of work (brand consulting) we spend most of our time helping organizations identify and develop the most advantageous brand strategies and brand promises. But of equal, and perhaps greater, importance is consistently delivering on those strategies and promises over time.
A brand promise is the commitment to deliver made between that brand and its audience.
Brands make promises and then they must keep those promises. Making the promise is easy. Keeping it is the hard part. One can make a promise with words. But it can only be kept through actions. Consider BP repositioning itself as an environmentally friendly brand with the “Beyond Petroleum” slogan and the bright yellow and green sunburst icon. BP supported this with a $200 million public relations advertising campaign designed by Ogilvy & Mather. It...
To the degree your brand meets the expectation of your customers, will define the true value by which your brand is measured.
At The Blake Project We have helped many organizations build their brands from the inside out. In the process, we have learned what is critical to the success of those endeavors.
