If it’s any consolation, you and your organization are not alone! Great … there are more who are clueless! No, not clueless, just not focused on that. Chances are you have some sense of your brand promise, but it hasn’t been a priority to distill what it is and determine how best to share it with stakeholders.
The other 6 questions should help you focus on your brand promise and how your share it with stakeholders. Please continue. It won’t be too painful. Promise.