Prove your Promise (you don't have a brand yet)

“A brand is not something you check off on a checklist: creating a logo, tagline, vision statement, or ad campaign. A brand is the result of the customer’s feelings about a product, service, or company.  Your brand isn’t what you say it is. It’s what they say it is.”— Marty Neumeier

Laila* said, “I have a cosmetics brand for brown-skinned women.”

“How far are you in developing the business?” I asked.

“I have the packaging, logo, tagline, vision, and mission all done. I’ve ordered samples, and I’ll start with six products. But I don’t have any customers yet.”

“Then you don’t have a brand yet. A brand is a reputation, and a reputation is built on customers. No customers, no brand.”

“But I have to start somewhere, right?” Laila replied.

“Start by proving your Promise,” I responded.

The Problem with Starting Big

Most entrepreneurs want to launch with a laundry list of products or services. They promise five or ten benefits right out of the gate, which means it takes ten times longer to prove all those promises.

That half-written blog, those sporadic Instagram posts, or that occasional tweet? They aren’t building your brand—they’re chipping away at it. Inconsistent messaging and insufficient follow-through undermine credibility.

Let’s stop fooling ourselves into thinking we have a brand when we start. A brand isn’t a badge you slap on—it’s something you earn.

Prove One Promise

You earn your brand by proving a clear, simple Promise—one product or service at a time.

A Promise is a singularly focused benefit delivered through one to three core products or services. It’s proven through social proof. That doesn’t mean hundreds of testimonials; just enough feedback to show you’re on the right track—and for customers to trust you.

Laila agreed to scale back. She decided to focus on her two strongest products: a makeup foundation and a concealer, both designed specifically for brown-skinned women. She had grand plans for more products, but I encouraged her to get feedback and build trust with these two. That would set the foundation (no pun intended) for her brand.

Your Brand Lives in the Customer's Experience

It doesn’t matter how great you think your product or service is—there’s always a learning curve. You’ll need to tweak, refine, and, sometimes, completely pivot.

You don’t create a brand in your head. You create it in the interaction between your product or service and paying customers. And here’s a truth no one likes to admit: nobody gets it right the first time.

My Promise in Action

My Promise? Helping first-time entrepreneurs focus on the priorities that matter.

Everything I do supports that. This blog shares my insights and invites your feedback. My years of coaching entrepreneurs and fine-tuning my advice provide another layer of proof.

When I launched the Donkeys Don’t Play Hockey blog, I waited to design a “look” until I had tested my Promise. Now, after gathering feedback, I’ve worked with my talented friend Luc Lumir at Primengine to create a logo and visual identity. Luc asked a ton of questions and used his deep experience to deliver a design that reflects my direction.

Am I naïve enough to think a logo will make or break me? Nope. It’s just one piece of the puzzle. My brand is still evolving, and I need your feedback to keep improving.

The Real Definition of a Brand

A brand isn’t just a logo, tagline, or ad campaign. It’s everything you do—how you interact with customers, what you say, and, most importantly, the customer’s experience.

The best marketing isn’t advertising. It’s an outstanding product or service backed by a great customer experience. And it all starts with a solid Promise you can deliver on.

The Bonus Effect

When you start by proving your Promise, you don’t have to pretend.

Laila felt more confident after testing her products and getting feedback. She refined how she spoke about her company and, more importantly, where she was in her journey. Proving her Promise brought her one step closer to helping her customers create the brand she envisioned.

P.S.: Now you can receive the blog in your inbox (once a week). Sign up here: https://www.dominikloncar.ca/blog

*Laila’s name and details have been changed to protect confidentiality.