The Fundamentals of Brand Building
Recently a newsletter reader responded to an email and said:
“…if only ChatGPT could write my brand promise for me…”
After laughing about how nice it would be if ChatGPT solved our difficult business challenges, I thought: let’s see what it can do.
So I queried and tested. Iterated on the prompts. Tested different industries. And here are the best results of the responses ChatGPT developed:
Please write a brand promise for an accounting firm...
(simple, clean) Unmatched accuracy and trust, every time.
(strategy focused) Financial strategy, perfected.
(focus themed) Financial clarity through a personalized lens.
(strong tone) Financial clarity, powered by purpose.
Please write a brand promise for a healthcare organization...
(simple, clean) Compassionate care for a better tomorrow.
(journey focused) Journey to wellness, together.
(benefit focused) Empowering a happier, healthier you.
(passionate) Together, we will ignite a brighter tomorrow.
Please write a brand promise for a family-owned manufacturing company...
(simple, clean) Family values, customer-focused commitment.
(gritty tone) We don’t just make products, we forge them with family fire.
(humor) We’re not a big corporation, just a big family with a big dream … and big machinery.
(food focus) Family-built machines, feeding families.
Input, output.
The results aren’t terrible but they’re not great either. Each one uses common industry tropes or cliches. None of the examples hints toward a differentiated point of view. Also, no amount of prompt engineering could capture the true heart and soul of an organization. Ultimately, none of these are (or could be) tied to business strategy without further human guidance.
For comparison, here are some great examples of brand promises (or brand-promises-as-slogans) that we see in-action:
Nationwide: On your side.
Walmart: Save money. Live better.
FedEx: When it absolutely, positively has to be there overnight.
Planet Fitness: The world judges, we don’t. At Planet Fitness, be free.
Starbucks: To inspire and nurture the human spirit—one person, one cup and one neighborhood at a time.
Disney: For the young and young-at-heart, Walt Disney World is the theme park that best delivers on an immersive and magical experience because Walt Disney World, and only Walt Disney World, connects you to the characters and worlds you most desire.
Walgreens: To always to be here to help you feel good.
The promised land.
By showing what AI is capable of, I hope this exercise also shows what AI isn’t capable of. Here are some key, un-engineer-able prompts to develop or evolve your brand promise.
Your promise should…
Be the root of your business strategy
Be of value to your customer
Be something you can consistently keep
Find the ‘white space’ where your competition isn’t playing
Guide organizational decisions
Be measurable
Match like the spirit of your organization
Use natural, human, not overly corporate (or AI) language
Lay the foundation.
When your brand promise is more than marketing speak—when it's served and protected from the top down—it's the key to a thriving business.
Everything you do—who you serve, how you serve, the people you hire, the software you develop, the processes you build, everything—should build on the “value of a promise consistently kept.”
Great things are built on solid foundations.
