Way at the top of unpaid Google search results on brand strategy is HubSpot’s post “7 Essentials for a Strong Company Brand.” Point one is about brand purpose and brand promise. Not bad places to start I guess, but a little too soft for me.
Brand strategy is not about a promise. It’s about a claim. A prideful statement of consumer value that “is.” Not a might be, or a try-to-be. But a fact. A fact found at the nexus consumer care-abouts and brand good-ats.
If you have your brand claim right then everything you do in sales and marketing should be about proving it. Promise and purpose help may get you to your claim, but claim is the quintessential essential. 7 is too many essentials anyway. Water, air and food are essentials.