The Brand Promise Framework
Create measurable brand guarantees that differentiate you from competitors and drive customer loyalty.
The Brand Promise Framework is part of the 7 Strata of Strategy and addresses three interconnected elements: identifying the word(s) you own in customers' minds, defining three measurable Brand Promises to your core customers with Kept Promise Indicators (KPIs) to track delivery, and creating a Brand Promise Guarantee so bold that it eliminates customer risk and blocks competitors. The framework connects directly to hiring (recruit people who can deliver on your promises), execution (track KPIs to ensure promises are kept), and strategy (the guarantee creates differentiation and urgency). All employees should know and be able to articulate the Brand Promises, making them a unifying force across the organization.
- Your brand is defined by the word or words you own in customers' minds
- Brand Promises must be measurable through Kept Promise Indicators — a play on KPIs
- A bold Brand Promise Guarantee eliminates customer risk and blocks competitors
- Hire people who can deliver on your Brand Promises — not just culture fits
- All employees must know the three Brand Promises and align their actions to keep them
- Identify Your Owned WordDetermine what word or words you own in the minds of your targeted customers. Google owns 'search,' Volvo owns 'safety.' This is the mental real estate that drives consideration and recall.Pro tipIf you cannot identify a word you own, you do not yet have a clear enough position in the market. Start by narrowing your target customer and niche.
- Define Three Brand PromisesArticulate three specific, measurable promises to your core customers. Southwest Airlines promises Low Fares, Lots of Flights, Lots of Fun. These promises define what customers can expect every time they interact with your company.
- Establish Kept Promise IndicatorsFor each Brand Promise, define Kept Promise Indicators (a play on KPIs) that objectively measure whether you are delivering. These indicators should be tracked as rigorously as financial metrics.
- Create a Brand Promise GuaranteeDesign a guarantee so bold that it eliminates customer risk and makes competitors nervous. The guarantee should be measurable and directly tied to your Brand Promises.Pro tipThe boldness of your guarantee signals confidence in your offering. If you cannot guarantee your promise, that itself is valuable information about gaps in your delivery.
- Align Hiring and Training to Deliver PromisesHire people with the competencies required to deliver on your Brand Promises. Train every employee to know and articulate the three promises. Track delivery through your Kept Promise Indicators.
Harnish observed that companies like Southwest Airlines created powerful market positions by making clear, measurable promises — Low Fares, Lots of Flights, Lots of Fun — and then hiring and training people specifically to deliver on those promises. He also noted that companies like Oracle created Brand Promise Guarantees so bold (win $10 million if their servers do not outperform competitors five to one) that they eliminated buyer risk. These observations became the Brand Promise component of the 7 Strata of Strategy.