The promise in marketing are the expectations.

It’s about uncertainty and the unknown. It’s about not knowing entirely whats on the other side until you try it.

It’s about having beliefs beforehand about how something will be or go without actually experiencing it yet.

It’s the framing of something in your mind before it happens to you.

The question of promise, what it does, is it ties the question of “Who’s it for?” and “What change are we making?” together and meets that person where they are at.

It allows you to ask yourself the question: Does my product or service line up with the promise I am making and does it line up with the expectations that have been set in their mind.

Because if there is not an alignment between all of these factors, the promise has failed.

When energies are raised you can either create an aspirational type of energy or an energy that solely energizes.

Aspirational is when the customer feels they need your product to maintain an identity or status.

One that is not primarily aspirational is one the customer rather enjoys but doesn’t feel the tension from identity and status as much.

These are subtle differences but energy knowing these types of differences is what allows you to create brand clarity.

All brands have different types of energies or personalities.

Some are fast and loud, while others are slow and quite.

Some are cost effective and practical, while others are expensive and lavish.

These are the energies of your brand and you need to be aware of them.

The brand energies should work together to raise your customers energy, not take away from it.