Brand Promises: Debby the Do-It-Yourselfer wants laminate flooring, and BuildDirect grabs her attention. So why should she buy from BuildDirect vs. its competitors? There have to be some compelling reasons that are evident from the moment she visits BuildDirect’s website. We call these reasons the Brand Promises. Most companies have three main Brand Promises, with one promise that leads the list. For BuildDirect, the Brand Promises are “Best price, best customer service, and product expertise.” “Best price” is the lead promise. The key is to define the company’s Brand Promises
