The concept of a Brand Promise was introduced by Bob Bloom and Dave Conti in their book, The Inside Advantage. What is the compelling reason for the customer to buy from your company? You may have heard of similar concepts called the Value Proposition and Unique Sales Proposition (USP).
My value proposition is branded the UNSTUCK GUARANTEE. Simply, if at any time, you don’t think my services are helping your company get unstuck and growing, all you need to do is to write down my invoices to whatever you think those services are worth.
Often times, companies have second and third brand promises as well. My secondary promise to you is what I call the UNLOCKED GUARANTEE. You can cancel my consulting agreement at any time and for any reason with 30 days written notice.