A relevant, credible, and compelling promise is at the heart of every strong brand. Created by the interplay of key messages and core brand attributes, your brand promise defines your organization and offer, and sets it apart from all others.

A brand promise must, of course, be deliverable. Apple Computer, for example, consistently delivers on the promise of simplicity. Should they choose to develop products that belie that promise, the integrity of their brand would be forever compromised.

Discovering your brand promise is a process of distillation. Imagine putting your key messages and core attributes into a crucible and allowing all that is not integral to evaporate away. That which remains is the company's brand promise, the immutable element that informs all that the company does, creates, and promotes.

To be successful and sustainable, your company's brand promise must:

• be unique among its competitors
• address imperative concerns of its audiences
• be consistent with your strategic intent
• be a simple, compelling, and honest message, both to internalize as a part of corporate culture and to communicate to all external audiences

How that promise is articulated verbally, and expressed visually, will help set customer expectations regarding the quality and substance of all future interactions, and facilitate a meaningful brand relationship.

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