What's Brand & Brand Management Basics

Are you looking for a Third Growth Option ℠ ?

Branding isn’t about logos or colors—it’s about making a compelling promise and consistently delivering on it. The simple definition “Compelling Promise Delivered” shifts branding from a surface-level exercise to a true growth driver.

Key takeaways:

• Brand = promise; without clarity, success is impossible
 • Branding has two sides: customer-facing (promise) and operations-facing (delivery)
 • Strong brands invest time in refining their promises for better positioning

What do you think—does your brand clearly articulate a promise and consistently deliver?

Always growing.

Benno Duenkelsbuehler

CEO & Chief Sherpa of (re)ALIGN

reALIGNforResults.com

[e-mail]

Episode Transcript

Speaker 1 (00:07):
a growth climbers toolbox cannot be complete
without the tool of branding.
Right, and no, brand is notjust the logo even though I'm
wearing my logo for this episodetoday but brand well, branding
is one of the most misunderstoodtopics, I think, in business.

(00:29):
People think, well, the brandis the logo or just the font of.
You know, coca-cola is, youknow, an example often used.
Well, we're not Coca-Cola.
Well, we're not going to be red.
Well, we can't spend millionsand billions of dollars on
branding and advertising.
So you know, forget branding.

(00:50):
No brand is a promise.
If you don't know what yourpromise is to your customer and
if your customer doesn't knowwhat your promise is, then
you're not really going to besuccessful in business.
So a brand is a promise.
Know what your promise is fromthe customer's perspective.
Know how you're going todeliver that brand in a way that
it makes more.

(01:11):
You know it adds more value tothe customer and it creates, you
know, profit for your ownbusiness.
And you have to make thatpromise compelling, otherwise
it's not going to stand out fromyour competition.
Right, we can't just be a metoo.
Yeah, we also do that.
No, so I have a three worddefinition of brand Compelling.

(01:33):
Promise delivered.
If you don't know what yourpromise is, you're going to be
wandering aimlessly in thedesert.
If you don't make that promisecompelling, you're not going to
stand out from the competition.
And if you don't deliver on thepromise, it's just a lie on a
billboard.
Nobody wants that.

(01:55):
So you know there arecustomer-facing and there are
operations-facing components.
The compelling part of thepromise is customer-facing has
to be compelling to them.
The delivered part isoperations-facing.
For us to deliver it and mycompany's brand is our value

(02:20):
proposition is to add moreprofitable revenue streams
faster to help you expand andgrow your market footprint
faster.
That's compelling and wedeliver it and that's our
promise.
You know personal brand mypersonal brand is about being
curious, being gritty, beinggrowth-minded.

(02:43):
I think the more time you andyour team spend asking yourself
what is your promise, how do youmake it compelling, how do you
deliver it?
How do you deliver it better,the more time and energy you
spend on it, the better yourbusiness will become, the better

(03:05):
positioned you will become, thebetter positioned you will be
to grow.
So think about brand in termsof those three words compelling,
promise, delivered.