Check out this blog post by David Hill. He describes a terrific idea that he learned about during presentation by Marc Gobe, author of Emotional Branding. Gobe asks the question: Can you Twitter your brand promise? In other words, are you able to provide a clear and incredibly concise explanation of your pledge to your customers? Twitter allows 140 characters. Can your firm's brand promise be described in less than 140 characters?
Let's demonstrate the concept. Consider Federal Express. What is the company's brand promise? "Absolutely, positively overnight." - 33 characters! That's just beautiful. Not only is the promise concise, but it is completely accurate and very clear. In short, Federal Express has a proven track record of delivering on this promise; it's not just words.
How about Target? "Expect more, pay less." 22 characters! We all understand precisely what this means too. Target meets the test.
One last terrific example. What about Ritz Carlton? "Ladies and gentlemen serving ladies and gentlemen." 50 characters! They pass with flying colors. Anyone who has stayed at a Ritz Carlton knows that they deliver on this promise; it's not just rhetoric.
So now it's time for you to try to Twitter your firm's brand promise. Can you do it? Remember... not only must you be clear and concise, as well as accurate... you have to avoid creating a generic phrase that could apply to a host of rivals. You need to outline a promise that truly stands out from the crowd.