Your company’s success is determined by how clearly you define and communicate your brand promise. Your brand promise is what you promise to deliver to your clients and it must be consistent and authentic to your brand’s purpose. Your brand promise is an extension of your purpose and is the one thing that you promise to deliver every day. Purpose includes the core values and beliefs that are the unchanging principles, ideas and philosophies that guide your decisions — it’s the reason you do what you do and the difference that makes to your clients.

Remember your purpose is not a mission statement. Mission statements describe the type of business you’re in and possibly define your audience. Vision statements are about where your company wants to be in the future.

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