Brand promise · The promise · Component
The commitment
The promise in its final wording, held fixed until formally revised — because a promise paraphrased differently in three places is three promises.
The deliverable
What it is
The wording is the artefact. It will be quoted from memory, reproduced in slides and repeated by people who were not in the room, which makes exactness matter more here than the sentence deserves on its own.
It is dated rather than permanent. A promise can be revised, and revision should be an event with a record rather than a gradual softening that nobody authorised.
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 sentence
The promise itself, in final wording, treated as fixed.
3 attributes: Promise · Language · Word count
LearnThe version record
How the promise has changed, and why.
3 attributes: Version · Approved by · Reason for change
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Keep superseded versions. A promise weakened three times says something the current wording cannot.
The other components in the promise
The boundary
What the promise does not cover, and who it is not for — the part that makes it capable of settling anything.
LearnThe origin
What in the organisation’s purpose and capability the promise is derived from — the argument for it, and the fastest way to re-derive it later.
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