Brand Promises

Bill Gallagher

Brand promises are what your customers can expect from you. It’s what sets you apart from the competition. You want to have three key brand promises that make your offerings clear.


Your first brand promise should be your basic, core offering. The second brand promise should be a differentiator and highlight what makes you better than the other options. And for Bill, the third brand promise is all about fun. That may not be a fit for everyone, but it is perfect for the customers that Bill wants to do business with.


Once you have figured out your core customer, ask them what they consider different or better about you. Their answers will help you hone in on and avoid holding onto your anti-brand promises. Doing so can set you apart as a differentiated, profitable business.


If you’re having a hard time identifying your brand promises, write down what you know and ask AI to help you distill your offerings down to just a few keywords that will highlight what your brand promises are.



Growth Navigator Coaching

Scaling Up Summits (Select Bill Gallagher as your coach during registration for a discount.)

Bill on YouTube

Recruiter.com Short List (use code scaleup)


Scaling Up is the best-selling book by Verne Harnish and our team for Scaling Up Coaches (formerly Gazelles). We share how the fastest-growing companies succeed where so many others fail.


Bill Gallagher, Scaling Coach and host of the show, is an international business coach who works with C-Suite leaders to achieve breakthrough growth.


We help leadership teams with the biggest decisions around People, Strategy, Execution, and Cash so that they can Scale Up successfully and beat the odds of business growth. Scaling Up is based on Verne’s original best-selling business book, Mastering the Rockefeller Habits.


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