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A brand is a simple promise

Smart definitions give us focus. Here’s a great definition that sums up what a brand is – or should be.

A brand is a simple promise wrapped in a consistent experience

Use its component parts to measure your brand:

  1. Experience – Do your customers have a rewarding experience when they interact with your business? Is the experience consistent at all customer touch-points, for example, when they engage with your employees, navigate your website and use your products?
  2. Simplicity – Is your value proposition clear and easy to understand?
  3. Promise – Do you make a compelling promise to your customers? Does your business deliver on its promise? Is it simple?
  4. Consistency – Is your brand’s communication style, visual identity, advertising, online presence and physical environments consistent?

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