Branding-Guide

2. BRAND PROMISE
A brand promise is a statement to your customers that outlines the distinctive
benefits that customers can expect with every interaction of your brand.
Below are two examples of well known companies’ brand promises along with an
example of them delivering on it:
Coca-Cola: “To inspire moments of optimism and uplift.”
Example of Coca-Cola delivering on this brand promise: Click here
Virgin: “To be genuine, fun, contemporary, and different in everything we do at a
reasonable price.” Example of Virgin delivering on this brand promise: Click here
3. MISSION STATEMENT
A mission statement is a statement of the purpose of your brand, it’s your reason
for existing beyond making a profit. The mission statement helps to guide the
actions of your company and brand, spell out its overall goal, provide a path,
and guide decision-making. It provides “the framework or context within which
the company’s strategies are formulated.” It’s like a goal for what the company
wants to do for the world.
Note: For the purpose of this guide, the step-by-step section will exclude
higher level elements of creating a brand, including brand promise and
brand mission statement.
How to Craft Your Brand Persona
Now that you understand the major elements of a brand persona, it’s time to
create yours.