Further to my blog on letting people know who you are (see below)- It is really important in building a brand to stand for something. This is not being all things to all people, rather having a single brand promise. Building the promise often comes from the ‘black swan moment’ in listening to customers. This video outlines how RedBalloon came to its brand promise. We have our promise loud and proud at the top of every page on our website. The pricing guarantee.