5 Elements of brand promise Features What are the important features of the product/service? · Functional benefits: What are the functional benefits the customer receives? Why are they important · Emotional benefits: How do customers feel using the product or doing business with company behind it? Values What are customers' core values that the brand should embrace? Personality What is the unique personality of the brand?22 5 Elements of Brand Promise • Features: – What are the important features of the product/service? • Functional benefits: – What are the functional benefits the customer receives? Why are they important? • Emotional benefits: – How do customers feel using the product or doing business with company behind it? • Values: – What are customers’ core values that the brand should embrace? • Personality: – What is the unique personality of the brand?