Brand promise · Communication · Component
The statements
Where the promise appears externally, in the exact wording used — because customers will hold you to the strongest version they encountered.
The deliverable
What it is
The promise appears in more places than anyone tracks: the website, the sales deck, the contract, the packaging, the automated email nobody has read since it was written.
Variation between them is not a tidiness issue. Customers hold the organisation to the strongest version they saw, which means the loosest paraphrase becomes the effective promise.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The placements
Every external place the promise is stated.
3 attributes: Placement · Channel · Last reviewed
LearnThe wording check
Whether each placement uses the agreed wording.
3 attributes: Wording used · Matches · Owner
LearnThe strongest version
The most generous version of the promise currently in circulation.
3 attributes: Strongest wording · Found in · Resolved
Learn
Find the most generous version in circulation. That is your promise, whatever the agreed wording says.
The other components in communication
The expectation set
What customers actually come to expect, including from the things that are not the promise — price, design, response time, who answers the phone.
LearnThe margin
The deliberate distance between what is promised and what is normally delivered — a choice with a cost in appeal and a return in trust.
Learn