A Brand is a Promise

Branding is not your identity, mascot, company name, tag line, or logo.


Branding is just another name for planting “seeds of expectation” in the minds of ideal clients and customers.


When marketing professionals ask, “How do you want to brand this product?”

What they are really asking is: How do you want your audience to think about that product once it comes to market?

This is why a brand is a promise. It’s an expectation of an experience.

  • Coca-Cola better be “the real thing.”
  • Miller Lite Beer better be, “less filling and tastes great.”
  • Bounty paper towels better be the “quicker-picker-upper.”
  • The Indispensable Marketing Blog better offer “practical and innovative marketing solutions made for SMBs”.

(By the way, the word product can easily be swapped for service, or blog, or newsletter, or any number of things you promote. The underlying concepts remain the same.)