What's your Brand Promise?

I'm learning so much by reading your brand statements. I need help with mine! My primary vocation is teaching Nia Fitness classes (of course everyone asks 'whats that?' - it's a fun and profound fusion of dance, martial arts and healing arts.) I'm also planning my first holistic fitness retreat/adventure travel package which I hope will be an annual thing. I'm an affiliate rep for Blue Organic yoga/fitness wear, and I also market vitamins and gift/incentives as a secondary business...

I'm trying to find a simple statement to describe what I do... suggestions most welcome.

Paul,

I wonder if the REAL value in what you do for your clients is about peace of mind, as well as freeing them up to do other things. As I try to put myself in "their" shoes (someone who has an inefficient system, does't know how to make it better, spends far too much time each month making it work for me, etc.), I imagine that having you come in a create a system that really (really?) works with the touch of a button...that spells RELIEF to me! Just a thought in case it helps...

Cheers,

Valerie

Hey Valerie,

Yep, really. That's definitely part of what I'm trying to get at. It's the thing that seems to excite my clients the most.

Thanks!

Okay, here are the ideas I want to get across, what I think are the unmet needs of my clients - before they start taking my classes or using my products!:

Have fun, be healthy and live a life of adventure... Fitness classes and retreats.

Is this a slogan rather than a brand promise? It's certainly not an elevator pitch, which I also need to develop. I haven't mentioned my other products, which would be level 3 in Steve Macdonald's outline.

Ondine, I'm a Nia fanatic, and I would say the unmet needs of a potential client are getting fit without hating it! Nia is such a joy to do, dancing your way to health, that it turns the chore of working out into playtime for me and all the community that I see do it.

Hope that helps!

Hsuan-Hua Great question! My clients' primary need is to become visible. They want the work they are doing to be seen so that it can be supported. Media is a great vehicle for that. Also, thanks, Rachel. It seems to best fit what I do for clients.

Nia rocks. Here's a video of my friend Dina's class busting it out.

I love the way you said it, Rachel! That's what I was trying to say but your personality really shines through in these words. Can I just quote you?! Sounds like, exercise that doesn't suck (ha!) But that's just not me...

I'll report back when I've thought of something.

You can feel free to use what I've said, but I would recommend you tweak it a bit to sound like yourself. No trademarking, though. :) I kinda like "exercise that doesn't suck."

My special offer? I deliver media visibility to my clients. In the process I help them clarify what their most authentic news stories are and then I work with the media on their behalf to deliver the message. The work I do is validating because it shows the client that, yes, they do have a news story (or two or three or more) to share... best, Karen

I help people get a great workout that's playful, expressive and exhilarating.

I promise to help you LOVE to exercise!

I promise a workout that's a celebration of powerful, joyful movement for all levels of fitness

I promise a workout that's more fun than eating ice-cream...?

Am I getting closer? How to evoke what I feel when I do Nia, and what I think are people's unmet needs? It's like savoring something delicious, getting a massage, running and playing like a little kid, and starring in a sexy-comic-adventure movie all rolled into one.