Every business has six critical elements called Morphemes. Morpheme #1 is The Premise (covered in PhilTakes #16-20). Morpheme #2 - The Promise (PhilTakes #21-24) – asks what is the company’s behavior delivering on the premise?
Every company, from sole proprietorship to Fortune 500, has a brand. Your brand is defined by the marketplace, specifically buyers’ perceptions of your company’s behavior. These perceptions are drawn from experiences on how your company has delivered (The Promise) on addressing the customer’s buying behavior (The Premise).
It’s easy to overcomplicate your brand, but it doesn’t need to be. Your brand is fulfilling the Promise to the marketplace, and a strong brand is based on a strong Premise.