5 words that will make your brand irresistible

The Merriam-Webster dictionary defines a brand as:

…a public image, reputation, or identity conceived of as something to be marketed or promoted

Here is marketing thought leader Seth Godin’s definition:

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

These definitions are both valid. Even useful. But they are somewhat unwieldy as benchmarks when it comes to honing your brand. For that task, we need just 5 words:

Your brand is a promise.

A promise is compelling.

A promise is a powerful thing. It is a commitment you make. It sets an expectation for all those you hope to engage. And not just customers and prospects. It is also a commitment you make to everyone inside the organization.

Furthermore, a promise has accountability baked in. When you make a promise, you are compelled to make good on it. This is what makes it irresistible to those we hope to engage.