What is Our Brand Promise?

A Contractor University Member recently utilized the Ask-The-Expert Q&A feature within the member dashboard by submitting the following question and received the response below.

Contractor Question:

“I am struggling with our brand promise. How do does it differ from vision, values, and mission?”

Contractor University Expert Response:

“Brand promise is a consumer related concept. What makes you special to any possible consumer. Your vision, purpose, values and mission are internal company specific ideas.

Brand promise examples:

• Lifetime repair guarantee in demand service for club members.
• Same Day installation is another.
• 2 year no questions asked money back guarantee on all installs. (Tied to airflow renovations in your sales model).
• 1 degree temperature guarantee. Same as above.
• Beat Value at lowest possible cost guarantee. Apes to apples comparison.

Not suggesting you use these of course but it allows any possible consumer to see your brand as a clear differentiated choice.

While these are aggressive they come with conditions. Club membership. Air flow diagnosis and corrections.

Love that you are focused on developing the concept.

Once you have them refined. Measure the process.”

Contractor University members can click here to log in to their member dashboard and submit a question through the Ask the Expert portal.