Creating a strong brand for your independent business​

Module 7: Proposition

What do I do with all of this information?

brand proposition, promise, marketing, business

Proposition

It’s time to write the promise we’re making to your best customers. This is the brand proposition. What promise can you make and keep, that none of our competitors can claim? We build on the research and documentation you’ve completed to nail down the proposition that will propel your brand forward. 

When you complete this module, you will see the beginnings of how you will communicate your brand to your very best customers and what must be expressed every time.

Video lesson: Proposition

Worksheet 6.1 Proposition

This worksheet, along with the video provides a framework for the promise you’re writing. This is a critical step bringing all the research, documentation and knowledge together in one compelling statement. Print out several copies, and write a few different drafts to find out what works best.

Now that you’ve researched your audience, competitors and the market you’re in, you have to free all of the information you have gathered so that you can share it with other members of your company. Employees, partners, key vendors will all need to understand what your brand is about, so they can execute and make sure they deliver on the promise you’re making.

> Video (30+ minutes)
> Worksheet: Brand wheel
> Video (14 minutes)
> Worksheet: Brand pillars
> Worksheet: Stand against

> Video (23 minutes)
> Worksheet: Perceptual maps
> Video (20 minutes)

Proposition

It’s time to write the promise we’re making to your best customers. This is the brand proposition. What promise can you make and keep, that none of our competitors can claim? We build on the research and documentation you’ve completed to nail down the proposition that will propel your brand forward. 

> Video (26 minutes)
> Worksheet: Proposition

Now that you’ve done the first pass at crafting your brand, we look at how people take in and experience brands. What impacts their perception and how can you maximize key encounters to reinforce your brand proposition? This is the beginning for you of moving your brand from “the page” to the real world.

> Video (24 minutes)
> Worksheet: Brand experience

What? I might need some help.

Have questions? That’s okay. This course combines tools and techniques used by Adam and professional brand consultants and agencies around the world. Videos to set the lesson for each module along with rigorous worksheets formatted for the way you work best.

Adam’s also provided links to research tools you can use at little to no cost to make sure your brand is based on sound logic.

You can reach out here. For technical or basic questions, Adam or a member of the team will get back to you no problem. For brand related questions, or coaching, let’s set an appointment to talk.

Your instructor and coach.

This course was developed and is taught by Adam Pierno, award-winning brand marketer and author. He's worked with brands you know, like Bona, Domino's, Dunkin', Mercedes-Benz, Pocky, State Farm and Verizon, for more than 20 years. His books on brand and marketing strategy are taught at ad agencies, universities and Fortune 500 companies to make marketing simpler to understand and execute.

All of the brand expertise, none of the hassles

If you’ve worked with advertising and brand agencies, you know how much work falls on you and how much it all costs. Brand positioning can cost thousands or more. This course gives you the same tools for a fraction of that investment. With no sacrifice to your results.

This course is based on Adam’s book, Specific. It’s a straight-forward method to build your brand by putting your customers first.