Regardless of your business, branding as a very effective element of your marketing.

The key element of your branding is the promise that your brand makes to customers and clients. It is this promise that attracts prospects and generates repeat and referral business from past clients.

Unfortunately poor business management and weak brand development lead to broken promises, which inevitably drive customers to the competition.

<b>What is A Brand Promise?</b>

It tells clients that your product or services will meet their expectations.

It tells them that the coffee they purchase at Starbucks on Wall Street will be same quality as the coffee they enjoyed in Monterrey, California.

It also means that the Williams of Sonoma gift card bought on-line can be used to purchase the high quality goods at any Williams of Sonoma store anywhere.

Consumers seldom care which barista made the coffee...it's Starbucks brand or promise of quality they are buying.

Nor are they concerned about where they purchased their gift card...it's quality promised by the Williams of Sonoma brand.

<b>Brand Promises Generate New Business</b>

Your brand promise tells clients that the services that they receive from you will meet your standards of quality.

This is reassuring to clients and contacts, making it possible for them to hire you and refer others to you. It is this reassurance that will continue to generate new business.

<b>Promises Are Not Always Kept</b>

It's great when promises and expectations are met.

Think about how eagerly you anticipated your last holiday and the joy of having the actual holiday exceed your expectations.

On the other hand, how did you feel when your expectations were not met? It's probable that you were so disappointed that not only are you likely to try the same holiday again, you won't recommend it to others.

<b>Broken Promises Hurt You And Your Business</b>

Your promises set standards that must be met continuously. Provided that you consistently meet these standards, you and your business will thrive.

If however, you promises are not met, your business will start to suffer. Broken promises really annoy consumers. Clients usually show their annoyance by taking their business to some one else. Instead of happily promoting a business that has pleased them, they will joyfully badmouth one that has displeased them.

Some may even bad-mouth you and your work. There is an old marketing cliché that says if you please one client that person might el some one else, but if you annoy one client, that client will tell 19 other people.

Even the best promotion cannot eliminate this negative publicity.

<b>What Promise Does Your Brand Make?</b>

Without a doubt it is necessary to make promises to clients. What are some your most frequently made promises?

And equally important, how consistently do you keep these promises?

What is your brand promise? How will your services-which reflect your personal brand-satisfy clients?

What benefits will they receive from you that they are unlikely to receive from your competition?