A brand promise is a pledge a company or organisation makes to their customers and on which you build and stake your reputation. It is a short statement that tells customers what they can expect and rely on from your brand.
Often a slogan, tagline or mission statement is phrased around, or based on, the brand promise.
The brand promise should be the benchmark against which all marketing & communications and outward and inward facing activities are measured against.
If the promise is different to customers’ experience, they will perceive the promise to be empty or valueless and are less likely to buy in to the brand or buy the products or services provided under the brand.
Brand promise examples:
Disney – Where dreams come true BMW – The ultimate driving machine Apple – Think Different Coca-Cola – To inspire moments of optimism and uplift Nike – To bring inspiration and innovation to every athlete in the world