It’s been an exciting last few months as we developed and have begun to roll out our new brand. As those of you who have recently gone through the process realize, it becomes very personal at times. After all, in addressing the key messages and value propositions, the conversation inevitably leads to the Brand Promise. That simple—but not so simple—statement that is either one of the most difficult to determine, or one of the easiest.

From Wikipedia:
Brand promise: The marketer and owner of the brand has a vision of what the brand must be and do for the consumers. Brand promise is what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time.

First off, it’s an ‘active’ statement (must be and do). Many people don’t think of their brand as a living, breathing entity that has actions and aspirations. So as we looked at the new McKnight Kurland—as well as the previous MKB, McKnight Kurland Design and even McKnight Design (circa 1982), we realized that what we’ve been saying all along has not really changed. Only how we’ve said it. We have always presented our company as a roll-up-our-sleeves and get-it-done group. We have been proud of the fact that we don’t deliver just a ‘deck’ with verbose solutions that are impossible to implement. We have always acknowledged that this is work—our staff knows it, our process focuses on it and our clients appreciate it. Sure there is talent, intuition, insight, experience, and occasionally luck involved but there is always hard work.

And over the years, we have always wanted our work to make a difference. Perhaps no where more that with our contributions to our many charitable organizations—starting with the AIDS crisis and expanding to organizations combating hate, hunger, poverty and housing. Of course, our goal has also been to help for-profit clients reach their goals of growth, awareness and profitability.

So as we assessed our current brand assets, it became obvious that our previously unofficial brandline was really our brand promise:

Doing Work That Works

What is your organization’s brand promise? Is it true? Believable? Lived by everyone throughout the company? Or is it time for a reassessment?

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