Brand promise · The promise · Component
The 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.
The deliverable
What it is
A promise with no derivation is a preference. Traced to purpose on one side and to a real capability on the other, it becomes defensible when someone proposes replacing it.
The rejected alternatives are the more useful half of the record. When the promise is later questioned, the proposal is usually one of them.
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 purpose link
How the promise follows from why the organisation exists.
2 attributes: Purpose · Derivation
LearnThe capability basis
What the organisation is actually able to do that makes the promise keepable.
3 attributes: Capability · Confidence · Held or being built
LearnThe rejected promises
Promises that were considered and not made, with the reason.
3 attributes: Rejected promise · Why not · Date
Learn
Record the promises you decided not to make. When the promise is later questioned, the proposal is usually one of them.
The other components in the promise
The commitment
The promise in its final wording, held fixed until formally revised — because a promise paraphrased differently in three places is three promises.
LearnThe boundary
What the promise does not cover, and who it is not for — the part that makes it capable of settling anything.
Learn