What makes your brand special?
When defining your Brand Strategy, or the first step in building your Strategic Marketing Playbook, it is critical to identify what you want to stand for in the minds of others. One of the seven deliverables that make up a Brand Strategy helps answer this question. We refer to this as the “Promise” and “Secret Sauce.”
Think of this as what you promise to do that will make your Ideal Target’s life better and the ways you are better than competition.
Promise
How you are different – one sentence
The Promise is more than a slogan, it’s what you promise to do that will make your Ideal Target‘s life better, every day.
Secret Sauce
What you do that makes you different – 3 sentences (or is it 4-5 bullets?)
The Secret Sauce is 3 sentences that describe or prove how you are different from competition. Think of them as the mix (hence, the sauce) of your competitive advantages.