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A strong brand promise adds differentiation between similar, largely indistinguishable offerings. Most B2B businesses don’t have the commodity problem. They are at the other end of the spectrum. They have a complexity problem. The differentiation between B2B competitors is often only in the technical details–the speeds and feeds–of their offerings. That lengthens their customer’s decision making process. Unlike consumer brands who need to add something to distinguish their products from their competitors, B2B brands need to simplify and speed the decision making process. And because they don’t have as many selling opportunities as consumer businesses, securing that decision is even more important. The big benefit of a strong brand promise for consumer businesses is repeat purchases. B2B businesses with a strong brand promise also benefit from repeat purchases, but their biggest benefit is a faster first-time sale. So, how does a compelling brand promise help you get that first time sale faster? First of all, a brand promise establishes the desired way you want your customer to think about your business. 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A strong brand promise adds differentiation between similar, largely indistinguishable offerings.\n\nMost B2B businesses don’t have the commodity problem. They are at the other end of the spectrum. They have a complexity problem. The differentiation between B2B competitors is often only in the technical details–the speeds and feeds–of their offerings. That lengthens their customer’s decision making process.\n\nUnlike consumer brands who need to add something to distinguish their products from their competitors, B2B brands need to simplify and speed the decision making process. And because they don’t have as many selling opportunities as consumer businesses, securing that decision is even more important.\n\nThe big benefit of a strong brand promise for consumer businesses is repeat purchases. 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Generally speaking, strong brand promises have three characteristics: A strong brand promise is meaningful to the customer.  This should go without saying but far too often a company's brand messages are more about themselves than the value they bring to their customers. A strong brand promise is reliable. Never convey a promise you’re not committed to delivering. Every time. A strong brand promise is a top priority within the company. A strong brand promise is top of mind when making important decisions in your business. It acts as a decision making filter: Will the path we are contemplating increase or decrease our brand promise? A strong brand promise is one of the most important elements of a solid growth strategy. When you can clearly articulate the reliable value you want to be known for, you can align your resources to make that promise stronger with every customer you acquire—without having to spend a boatload of money on advertising to do so.","absoluteBoundingBox":{"x":43729.0,"y":3020.0,"width":576.0,"height":504.0},"isolatedAbsoluteRenderBounds":{"x":43729.22265625,"y":3026.09594726562,"width":572.3515625,"height":495.47216796875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1312.0]],"size":{"x":576.0,"y":504.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4],"characters":"What makes a strong brand promise?\n\nGenerally speaking, strong brand promises have three characteristics:\n\nA strong brand promise is meaningful to the customer.  This should go without saying but far too often a company's brand messages are more about themselves than the value they bring to their customers.\n\nA strong brand promise is reliable. Never convey a promise you’re not committed to delivering. Every time.\n\nA strong brand promise is a top priority within the company. A strong brand promise is top of mind when making important decisions in your business. It acts as a decision making filter: Will the path we are contemplating increase or decrease our brand promise?\n\nA strong brand promise is one of the most important elements of a solid growth strategy. When you can clearly articulate the reliable value you want to be known for, you can align your resources to make that promise stronger with every customer you acquire—without having to spend a boatload of money on advertising to do so.","lineIndentations":[0,0,0,0,1,0,1,0,1,0,0],"lineTypes":["NONE","NONE","NONE","NONE","ORDERED","NONE","ORDERED","NONE","ORDERED","NONE","NONE"],"listStartOffsets":[null,null,null,null,1,null,2,null,3],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"4":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2253:273926":{"type":"WIDGET","id":"2253:273926","name":"Embed 1","absoluteBoundingBox":{"x":44977.0,"y":3168.8720703125,"width":343.0,"height":453.0},"isolatedAbsoluteRenderBounds":{"x":44977.0,"y":3168.8720703125,"width":343.0,"height":453.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,309.0]],"size":{"x":343.0,"y":453.0},"layoutAlign":"STRETCH","accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"syncedState":{"embedAllowFullscreen":"false","embedCodeType":"html","embedIframeHtml":"<script src=\"https://js.hsforms.net/forms/embed/4437813.js\" defer></script>\n<div class=\"hs-form-frame\" data-region=\"na1\" data-form-id=\"3c7d44f9-9a47-489a-a957-ce10092f3647\" data-portal-id=\"4437813\"></div>","embedURL":"https://form.typeform.com/to/","widgetType":"GENERIC"}},"2174:102980":{"type":"TEXT","id":"2174:102980","name":"A strong brand promise can accelerate a sale in three ways: A strong brand promise builds trust. Trust is essential to win the sale of a B2B offering, especially one that is complex, expensive, and takes time to deploy. And since humans are making the decision, they’ll be weighing the risk of their decision to their projects, their company, and their careers. They need to know what you stand for and that you’ll be a reliable partner. The cost of failure for them is far greater than a bad experience at Starbucks.  A strong brand promise creates differentiation. When companies compete only on the features of their products, they assume the customer knows how to cut through the complexities of comparison to make the right decision. Yet, most of the people evaluating your offering don’t have the time or skill to do so. They must rely on easier to understand differences, which is why decisions are often made on the one thing they do understand–price.  A strong brand promise facilitates buyer agreement. It’s very likely that more than one person will be involved in buying your product or service. When that’s the case, each buyer evaluates the aspects of your offering that are most important to them. Consequently, they may form differing opinions about the merits of your solution. Gaining agreement can take some time, unless there’s a common denominator they can agree on. Often, the brand promise serves that purpose, to unify agreement among multiple parties in a purchase decision process. Business experts have long debated the best models for differentiation. One influential framework, introduced by Michael Treacy nearly thirty years ago, defines three main types of excellence from which a distinctive business can be built: • Product Leadership – Companies that lead with innovation and superior products (e.g., Apple). • Operational Efficiency – Businesses that excel in cost-efficiency and logistics (e.g., Amazon). • Customer Intimacy – Firms that deliver highly personalized, customer-driven solutions (e.g., Nordstrom). 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And since humans are making the decision, they’ll be weighing the risk of their decision to their projects, their company, and their careers. They need to know what you stand for and that you’ll be a reliable partner. The cost of failure for them is far greater than a bad experience at Starbucks. \n\nA strong brand promise creates differentiation. When companies compete only on the features of their products, they assume the customer knows how to cut through the complexities of comparison to make the right decision. Yet, most of the people evaluating your offering don’t have the time or skill to do so. They must rely on easier to understand differences, which is why decisions are often made on the one thing they do understand–price. \n\nA strong brand promise facilitates buyer agreement. It’s very likely that more than one person will be involved in buying your product or service. When that’s the case, each buyer evaluates the aspects of your offering that are most important to them. Consequently, they may form differing opinions about the merits of your solution. Gaining agreement can take some time, unless there’s a common denominator they can agree on. Often, the brand promise serves that purpose, to unify agreement among multiple parties in a purchase decision process.\n\n\nBusiness experts have long debated the best models for differentiation. One influential framework, introduced by Michael Treacy nearly thirty years ago, defines three main types of excellence from which a distinctive business can be built:\n\n• Product Leadership – Companies that lead with innovation and superior products (e.g., Apple).\n\n• Operational Efficiency – Businesses that excel in cost-efficiency and logistics (e.g., Amazon).\n\n• Customer Intimacy – Firms that deliver highly personalized, customer-driven solutions (e.g., Nordstrom).\n\nMore recently, Daniel Priestley expanded this by splitting Operational Efficiency into two components, price and convenience, as shown 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Consequently, they may form differing opinions about the merits of your solution. Gaining agreement can take some time, unless there’s a common denominator they can agree on. Often, the brand promise serves that purpose, to unify agreement among multiple parties in a purchase decision process. Business experts have long debated the best models for differentiation. One influential framework, introduced by Michael Treacy nearly thirty years ago, defines three main types of excellence from which a distinctive business can be built: • Product Leadership – Companies that lead with innovation and superior products (e.g., Apple). • Operational Efficiency – Businesses that excel in cost-efficiency and logistics (e.g., Amazon). • Customer Intimacy – Firms that deliver highly personalized, customer-driven solutions (e.g., Nordstrom). 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And since humans are making the decision, they’ll be weighing the risk of their decision to their projects, their company, and their careers. They need to know what you stand for and that you’ll be a reliable partner. The cost of failure for them is far greater than a bad experience at Starbucks. \n\nA strong brand promise creates differentiation. When companies compete only on the features of their products, they assume the customer knows how to cut through the complexities of comparison to make the right decision. Yet, most of the people evaluating your offering don’t have the time or skill to do so. They must rely on easier to understand differences, which is why decisions are often made on the one thing they do understand–price. \n\nA strong brand promise facilitates buyer agreement. It’s very likely that more than one person will be involved in buying your product or service. When that’s the case, each buyer evaluates the aspects of your offering that are most important to them. Consequently, they may form differing opinions about the merits of your solution. Gaining agreement can take some time, unless there’s a common denominator they can agree on. Often, the brand promise serves that purpose, to unify agreement among multiple parties in a purchase decision process.\n\n\nBusiness experts have long debated the best models for differentiation. One influential framework, introduced by Michael Treacy nearly thirty years ago, defines three main types of excellence from which a distinctive business can be built:\n\n• Product Leadership – Companies that lead with innovation and superior products (e.g., Apple).\n\n• Operational Efficiency – Businesses that excel in cost-efficiency and logistics (e.g., Amazon).\n\n• Customer Intimacy – Firms that deliver highly personalized, customer-driven solutions (e.g., Nordstrom).\n\nMore recently, Daniel Priestley expanded this by splitting Operational Efficiency into two components, price and convenience, as shown 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So, how does a compelling brand promise help you get that first time sale faster? First of all, a brand promise establishes the desired way you want your customer to think about your business. 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Dynamic Value Design is a trademark of Coefficient Companies.","absoluteBoundingBox":{"x":3836.0,"y":7326.0,"width":296.0,"height":28.0},"isolatedAbsoluteRenderBounds":{"x":3841.96044921875,"y":7329.240234375,"width":289.2421875,"height":25.2919921875},"relativeTransform":[[1.0,0.0,-100.0],[0.0,1.0,198.0]],"size":{"x":296.0,"y":28.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.200000002980232,"g":0.200000002980232,"b":0.200000002980232,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"© 2025 All Rights Reserved. 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