A Brand Promise is an organization’s commitment to its stakeholders — a commitment built on its strengths that helps differentiate the organization (and its brand) from others. If you met some key stakeholders on the street, how easily could you present your organization’s Brand Promise to them?

Easily — I’d be able to do it in under 15 seconds.

Pretty easily, but it would take more than 15 seconds for me to explain it.

With some difficulty because what we do is pretty complex.

With great difficulty because I’m not comfortable with what our Brand Promise is.