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The purpose of branding is to create value
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Value is created when an organization identifies, captures and defends a decisive opportunity
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To capture and keep opportunity, many groups - including customers, staff, investors and business partners - need to buy from you or buy into you
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To keep them on side, you need to make them a compelling promise - a promise that's really different - and then live up to it
Use your brand promise to align your enterprise with your opportunity
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Your brand promise should govern what you say and what you do
Focus expression and action to strategically shape the experiences of key stakeholders and win their support
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The result: everything - and everyone - works together towards the same goal. Your culture is aligned with your mission
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