Create Brand Promise

Use the Brand Template to create or review your brand promise. This will help you think about how you engage customers emotionally. What does your brand promise to do for your customers that differentiates it from anything else out there?

Next, list out what your customers value, e.g. convenience, status, being the first, etc.

Then write down your circular opportunity or concept. Ask yourself, based on your brand promise and your customers’ values, how should this initiative make them feel? What are the emotional qualities that your product brings when they buy or use it? (For example, do they want to feel empowered, safe, altruistic, inspired, etc.?)

Next, capture the messages that would appeal to your audience to make them feel invested in this concept. What matters most to them? Your goal is to figure out how to make your circular initiative feel relevant in a way that relates to their values.

Consider what this circular opportunity or innovation could add back into the brand promise – what might it refresh or emphasise? Also consider how your promise might play out to other partners or users in the value chain.