Help us tell the story: What's your brand promise?

Read an article this week talking about how it's more important than ever to know what your "brand promise" is.

It's the kind of phrase I can't stand. I'm not a brand. I'm a person. And apparently I'm seriously old-fashioned when I say things like that.

Anyway, I brought it up again during our call-in segment with Liz Weston, who really is a brand unto herself. You can hear her thoughts this weekend.

In the meantime, I want to know what your "brand promise" is. And if you want help developing one, tell us. We're bringing in an expert and will pick from among your answers/requests to be on air with said expert. You might even win a Piggy Award.

Leave your comments here or on our Facebook page.

About the author

Tess Vigeland is the host of Marketplace Money, where she takes a deep dive into why we do what we do with our money.
Log in to post7 Comments

Excuse me?! My "brand" promise? Shouldn't "public" radio be percieving me as a citizen who must make informed decisions rather than a mere consumer of goods and services? Iknow this is "Marketplace" but a feature like this goes way over the top in its market -oriented rhetoric. Public radio should NOT be promoting advertising.

Advertising is just making yourself known. If public radio doesn't advertise in some way, they will disappear. Government funding is going away and most of the people who listen don't contribute.

I'm game, Tess!

Here is the tagline I'm using: "Because Your People Are the Bottom Line." Here is my brand promise. "You will save money through more efficient teams."

Advertising is not just in media. We advertise ourselves every time we speak to someone. The term 'brand promise' may be jargon, but the exercise of making one seems like a good idea. Especially when you are looking for your next job, client or promotion.

I think Ms. Franchitto (first post, above) has a great brand promise. "Informed decision making."

can you tell me what part of me is not included in my brand promise, i.e. is not for sale?
then maybe i can figure out what is the part of me that IS for sale, and what its brand promise is.

What if your brand promises something that everyone says they want, but no one really wants?

Corporate officers say the customer comes first, but many sales organizations are organized around inflicting the will of the managers on the customers.

IT managers always talk about alignment with the business, but they reward narrowly-focused specialists.

It seems to me that there are a lot of opportunities to go wrong with personal branding.

I engaged in a job search two years ago. I worked with a "career transition" firm that walked me through creating my "marketing plan" that included lots of branding. I'm not sure if it helped, but my search was ultimately successful, so I guess it didn't hurt.
In any case, this is what we came up with:
"Creative Designer of innovative solutions to technical problems" (I am an Electrical Engineer).
That is my "brand promise". I also have a personal vision statement, a personal marketing plan, a career summary slide deck, and a 30-second "elevator pitch".

fyi i am unsubscribing because of this story.

tess, you're a smart and engaging person and your instincts to recoil from your marketing coach guest, who earns his living off of people's insecurities and desperation, are sound. there are still many people left in our current sorry neoliberal ayn rand mass unemployment culture who are turned off by this sort of personal self-promotion, what used to be known simply as phoniness, and will not give people awkwardly touting their "brand promise" the time of day. why are you doing this guy's marketing free for him?
i plead with you to quit your job and search for something to do to really help us all deal with the serious crisis our society is facing today. you have a lot to offer--don't sit on the sidelines merely serving as an amplifier for what the corporations want your listeners to hear, and not to hear.

you are needed where people are really suffering. you are needed to help create a more workable and fair financial system (yes, it can and is being done all over this country in quiet, determined ways) and to help communicate a message of hope based on reality, not media-induced fantasies of individual victory in a dysfunctional system.

pardon the rant. it comes from the heart. please examine your own.

With Generous Support From...