What is a Brand Promise? Check Out Our Tips to Build One

What is a Brand Promise?

A brand promise is a statement put forth by a company to its customers and prospects that asserts what can be expected from their products or services.

It provides foundational information on a company’s values and is the core behind messaging.

A brand promise sets the expectations with customers about what the brand experience will be like in a direct and succinct manner that still gives a depth of information.

It’s not a product or service-specific message, but rather one that guides the values and mission of the company.

Brand Promises vs Taglines

Often a brand promise is confused with a brand’s tagline, which is a short and catchy phrase meant to deliver a marketing message.

Some common ones you’ve probably heard of include “I’m Lovin’ It”, “Just Do It”, or “Because You’re Worth It”.

While taglines are often the first phrase associated with a brand, they are connected to sales and campaigns and often work to drive customers to take an action and interact or purchase the brand.

Company Mission and Values

A company’s mission and value statements are often the places where the building blocks of brand promise are found, as these aren’t the highly-marketed taglines associated with brands, but the core elements that drive the business’s purpose.

However, a mission or value statement is usually a longer-form description of the overall goals of your brand, rather than a short promise of the experience your customers will have.

Both elements are important to have in a well-rounded branding strategy.

The Importance of a Brand Promise

A brand promise is a commitment to deliver a certain experience, and, as such, has important implications for your brand.

You have to make good on your promise, or you risk damaging your brand’s reputation and confusing your customers or prospects.

Here are some of the advantages:

Give Strength to Your Brand

Your company’s brand promise is a tool that strengthens the reliability and authority of your brand name.

It will help you create a cohesive brand experience and a recognizable name in your industry.

Without a brand promise, what your company will deliver isn’t as clear, and your brand is less defined.

Guide Your Customers

Customers want to know what to expect when engaging with or purchasing from a brand.

A brand promise gives them exactly the guidance they are looking for, explains the experience of your brand and demonstrates the value your company provides.

Impress Stakeholders and Collaborators

It’s not just customers and prospects that want to understand what you’re promising — it’s your stakeholders and collaborators as well.

These parties are also invested in your promise as it has an impact on them, and a great brand promise can impress these organizations.

Your brand promise also brings your company additional benefits besides customer satisfaction and brand strength. It:

Builds trust internally and externally.

Explains the purpose of your brand.

Showcases professionalism.

Ensures consistency across your organization.

Motives your team to inspire others.

How to Create Your Brand’s Promise

Creating a brand promise typically relies on five different building blocks that you need to consider:

1. Simplicity

Your brand promise has to be simple, there’s no way around it.

A single sentence or at most two sentences is all you need to communicate the promise your brand wants to make.

While your promise is likely going to be slightly longer than your tagline, it still needs to be quick and avoid convoluted sentences.

2. Credibility

Making a promise in any situation requires a level of credibility, or the meaning of a promise doesn’t matter.

If you can’t provide the experience you promise, your brand’s reputation will take a hit and you’ll risk losing customers and revenue.

3. Differentiator

Your brand promise needs to be different from your competition.

Think about it this way: your company is distinct from your competitors, and you have a reason for not being identical.

Your differentiator is something to be proud of and it needs to be explained to customers so they know why your company is preferable over the competition.

4. Memorability

Similar to taglines, brand promises need to be memorable.

You want the promise you make to stick with customers and prospects even after they’ve read or heard it.

By creating something memorable that people want to embrace, you can have an easier time implementing your marketing and brand strategies.

5. Inspirability

In addition to being memorable, you want your brand promise to inspire.

This creates a connection between your brand and your audience, and people will rise to the challenge your inspiring message sends.

The emotional connection you can build with your audience will bring them back to your company.

6 Brand Promise Examples

Now that you understand the importance of a brand promise and the different considerations to keep in mind while creating your own, let’s take a look at a few brand promises from prominent companies and how they work to meet the expectations they set.

1. Nike

Brand Promise: To Bring Inspiration And Innovation To Every Athlete*

Nike is often regarded as one of the leaders of brand promises and taglines with their famous “Just Do It” tag associated with many marketing campaigns and efforts. 

The promise works to drive inspiration, and the * at the end states that if a person has a body, they are an athlete, allowing their inclusive message to be heard in a unique way.

2. Coca-Cola

Brand Promise: To Inspire Moments Of Optimism And Uplift

Coca-Cola has built its brand around positive messaging and uplifting moments, and their brand promise helps instill that refreshing approach in the minds of their customers and their prospects. 

It also helps Coca-Cola with their interesting branding movement as a lifestyle brand rather than a soft drink.

3. Apple

Brand Promise: Think Different

While definitely one of the shorter examples on this list, Apple’s strong yet short statement is one of the most famous brand promises of all time and is a perfect component of a branding style that’s aimed at showcasing new and innovative products and ideas.

4. H&M

Brand Promise: More Fashion Choices That Are Good For People, The Planet, And Your Wallet

In contrast to Apple’s two-word brand promise, this longer explanation of H&M’s company is a great example of the types of brand promises made possible through the formula. 

The brand works to create sustainable and low-cost products and delivers its mission and company goals through its promise.

5. Walmart

Brand Promise: Save Money, Live Better

Walmart is another brand that has a short, succinct brand promise that showcases the differentiator of the brand. 

The company works to deliver low prices on groceries and household items, and in doing so they promote a better quality of life.

6. Coors Light

Brand Promise: The World’s Most Refreshing Beer

A brand promise can be a bit of an exaggeration, assuming you can still deliver on the overall promise of the saying. 

Coors Light is a great example, as “World’s Most” is certainly not a provable title, but it touches on the spirit of the company and the goals they want to deliver to consumers.