A few months after starting a former job, I attended a workshop in which we discussed our brand promise.<\/p>\n
It was a clarifying moment for me \u2014 despite having a solid mission and vision statement, it was the brand promise that really defined the heart of the company and what my role was.<\/p>\n
<\/a><\/p>\n A brand promise isn\u2018t just a tagline \u2014 it\u2019s a way to show customers what your brand can offer that no one else can.<\/p>\n Like other kinds of promises, brand promises can get complicated. They set high expectations, offer ambitious commitments, and impact relationships.<\/p>\n Let\u2019s talk about what a brand promise is, how to create a brand promise, and see examples from popular B2B and B2C brands. We\u2019ll also share a brand promise template to help you draft your own.<\/p>\n Keep reading or jump ahead to the section you’re looking for:<\/p>\n What is a brand promise?<\/a> <\/a> <\/p>\n Your brand promise should be central to your company, something that remains constant even as the company grows and evolves.<\/p>\n Not every brand promise is explicit \u2014 it could also be more of an internal mantra that’s shared with employees, investors, and partners.<\/p>\n But if you\u2019ve built a strong brand identity and clear messaging, your brand promise will be evident to your target audience. (And if you’re still working on your brand identity and messaging, we’ve got a free guide<\/a> to help.)<\/p>\n There\u2018s often some confusion between a brand promise and a tagline, so let\u2019s break it down.<\/p>\n\n While it can be just as short as a tagline, a brand promise establishes and nurtures a relationship with consumers by telling them, “Hey, this is what you can expect <\/em>every single time you interact with our brand<\/em>.”<\/p>\n A brand promise isn\u2019t lofty \u2014 it\u2019s grounded in the realities of your business. It can:<\/p>\n Help internal and external stakeholders know what to expect from you. Brand promises are short statements. They make a commitment to your customer about what your brand will deliver.<\/p>\n It is a promise, after all. So if you break it, it can affect your reputation and your revenue.<\/p>\n For instance, let\u2018s say your brand promise is “Innovation at every turn,” but your company hasn\u2019t released a new product in five years. That can deter potential consumers who have been promised progress but instead get stagnation.<\/p>\n Here are the most common types of brand promises:<\/p>\n Emotional<\/strong>: A promise appealing to emotion. <\/p>\n Action-based<\/strong>: A promise tied to a specific action. <\/p>\n Social: <\/strong>A promise based on ethical or social responsibility. <\/p>\n <\/a> <\/p>\n This message can have a big impact on customer sentiment<\/a>, brand reputation<\/a>, and more. A brand promise is a social contract between your company and the customer or consumer.<\/p>\n You may not have a legally binding document swearing that your company will innovate at every turn, but it\u2019s understood that consumers are giving you something (like their hard-earned money) in exchange for a product or service.<\/p>\n It\u2019s the scaled, commercial version of a pinky promise, with your brand holding up one finger and your target audience holding up the other.<\/p>\n And if you\u2019re not taking your brand promise as seriously as a legally binding document, you\u2019re at risk of losing not just your customers, but your market valuation, employees, and other stakeholders.<\/p>\n Delivering on your brand promise can help your business grow by building trust with your target audiences and boosting sales.<\/p>\n But how can you pack all that power into a single message? Let’s talk about how to create your brand promise.<\/p>\n <\/a> <\/p>\n Your brand promise outlines your commitment to your audience. So, to figure out what your promise should be, your first step is determining what your audience wants from you.<\/p>\n It goes beyond a specific product or service, it\u2018s more specific to the experience you\u2019re providing.<\/p>\n For instance, Planet Fitness’s brand promise<\/a> is based on people’s reluctance to join the gym for fear of judgment and embarrassment. The Planet Fitness brand promises to create an environment that encourages people at all fitness levels to go to the gym and feel comfortable working out.<\/p>\n Another goal of your brand promise is to set you apart from your competitors. What makes you unique \u2014 your customer service, your product, your mission, your values? Build on that to make a promise that’s distinctive.<\/p>\n\n In Planet Fitness’ case, the brand did something no one else had done: Address the problem with the gym environment<\/em>, not its users.<\/p>\n As you learn about what your audience wants, keep asking questions. How much do they know about your industry? What information do they need before making a purchase?<\/p>\n It\u2018s important to remember that your brand promise isn\u2019t simply a slogan or commitment. It’s the first step in building a community with shared values. The better you understand your audience, the more likely you are to engage them.<\/p>\n If you haven’t already, develop buyer personas<\/a> and workshop messages that could resonate with each persona.<\/p>\n Featured Resource<\/strong>:<\/span> Make My Persona<\/a><\/p>\n Your brand promise is your guarantee to customers.<\/p>\n Whether your customer is in-store, on social media, or buying online, place yourself in their shoes and envision how you want those interactions to go. Is there a specific feeling involved? What do they have to gain?<\/p>\n For example, say a customer spends a lot of time on your website but hasn\u2018t made a purchase. Do you know why they\u2019re hesitating? If you were speaking to this customer in person, what would you say to help them move to the next step?<\/p>\n Once you put those feelings into words, you’ll be able to craft a brand promise that reflects the experience you want to promote.<\/p>\n As an exercise, you may find it useful to draft three or more secondary promises for each touch point. They can help you home in on your main brand promise and narrow your focus to how different touch points impact customer experience.<\/p>\n Your ultimate brand promise should be consistent across every touch point. So, the more time you spend looking at it from every angle, the more likely you are to create a powerful brand promise.<\/p>\n Featured Resource<\/strong>:<\/span> Customer Journey Map Template<\/a><\/p>\n Your brand promise should be clear and to the point \u2014 something you can say in one sentence. It won’t necessarily be as fun as a tagline, but it should definitely inspire trust and confidence.<\/p>\n Be thoughtful about which words you choose and who your audience is.<\/p>\n Does your brand promise need industry-specific terms? Is your brand promise about selling an offer or explaining your product? Answering these questions can help you find the right vocabulary for your promise.<\/p>\n Next, introduce some play into your writing. Think about your company culture<\/a>, awakening the senses<\/a>, and the details that can paint a picture for your audience.<\/p>\n This process will probably give you more copy than you need, but it can help you find an authentic and empathetic voice.<\/p>\n Then you can edit your brand promise into a single succinct statement that is useful, positive, and hopeful.<\/p>\n If you can\u2018t articulate your promise in this way, perhaps you haven\u2019t fully fleshed out your brand’s purpose<\/a>.<\/p>\n If that’s the case, start by asking yourself these questions:<\/p>\n What should my customers expect from me? <\/a> <\/p>\n \u201cA brand promise,\u201d brand consultant Cornelis Jacobs tells me, \u201cis basically your identity. If your brand didn\u2019t exist, what would the world miss?\u201d<\/p>\n\n That world doesn\u2019t have to be at a global scale \u2014 the target market for a corner bakery might be a single neighborhood. Whether you\u2019re selling cupcakes or iPads, your brand promise has to create and nurture a relationship.<\/p>\n \u201cIt\u2019s creating trust,\u201d says Jacobs. \u201cI give money in exchange for a product or service. There\u2019s trust that the brand will deliver on that promise.\u201d Jacobs sees two components to that trust: reliability and delight.<\/p>\n An inability to deliver on your brand promise \u2014 \u201cthat\u2019s game over,\u201d says Jacobs.<\/p>\n The long-term effects on brand perception<\/a> can be devastating if you lose credibility by breaking a promise.<\/p>\n Here are four key elements to consider as you craft your brand promise:<\/p>\n\n Your brand promise should be something that your business or product is qualified to offer, and it should be something that you are able to deliver on with excellence, reliability, and delight.<\/p>\n Volvo\u2019s brand promise, for example, hinges on safety. If it was unable to consistently engineer cars with high safety standards, it would lose all credibility.<\/p>\n This statement can also show your commitment to solving a specific problem for your customers.<\/p>\n A brand promise is an offer that a business needs to keep. This means that the promise must be something your company can act on.<\/p>\n As you review your brand promise, ask yourself:<\/p>\n Is your brand promise also a call-to-action? To be effective, your brand promise needs to be something your stakeholders can act on or see you taking action on, plus why that action is valuable. If your promise is vague or static, you may need to keep working.<\/p>\n A brand promise \u201cis emotive,\u201d says Jacobs. \u201cIt\u2019s not the mind; it\u2019s the heart.\u201d<\/p>\n To evoke strong emotions, ask yourself what emotions you want your customers or audience to feel when they solve a problem using your product or service.<\/p>\n This act of seeing from your customer’s perspective can help you create a “sticky<\/a>” brand promise.<\/p>\n \u201cBrand strategy is ultimately business strategy,\u201d Jacobs tells me. \u201cIn economic terms, your brand is probably the single most important asset of any company.\u201d<\/p>\n Your brand promise doesn\u2019t just support what matters most to your business, it is <\/em>the business.<\/p>\n That means that your brand promise has to be evident in every single touch point: what vendors you choose, what your website looks like, and even how you answer the phone. Jacobs says your brand promise is to \u201call<\/em> stakeholders, not just your consumer.\u201d<\/p>\n And there\u2019s really only two options: \u201cYou either deliver on the promise, or you don\u2019t.\u201d<\/p>\n It might convey product excellence, drive sales, or expand brand influence. And as people in your organization make decisions, they should do so as champions of the brand.<\/p>\n <\/a> <\/p>\n There isn\u2018t an exact formula to create your brand promise. But we\u2019ve mentioned that it\u2019s a blend of a few things that make up your company. So here\u2019s a formula you can use to create your promise:<\/p>\n\n Positioning<\/a> +<\/strong> Vision<\/a> +<\/strong> Value Proposition<\/a> = Your Brand Promise<\/strong><\/p>\n Write your answers down and start blending these concepts together into one succinct idea.<\/p>\n Crafting your brand promise should be a top priority when developing your identity<\/a>. Without this core message, you will likely struggle to develop your brand identity and strong messaging to connect with your target audience.<\/p>\n A pro tip from Jacobs: \u201cA brand isn\u2019t what you, the company, says it is. It\u2019s what your customers say it is.\u201d<\/p>\n Your brand promise should be so strong that \u201cthere should be no divergence\u201d \u2014 that is, your customers should be able to describe your brand promise exactly as you do.<\/p>\n It may take a few sessions to flesh it out \u2014 and that’s okay. Because once you have it, it will become ingrained both internally and externally as your company grows.<\/p>\n <\/a> <\/p>\n Keep in mind that some of these examples of brand promises are assumed and some have been shared by the companies (and a couple are completely fictional). Use them as inspiration when crafting your own.<\/p>\n To help you think about your own brand promise from multiple angles, I\u2019ve also included hypothetical situations of what it might look like if some of these brands failed to deliver on their brand promises.<\/p>\n In a 2022 interview with Popular Mechanics<\/a>, Apple CEO Tim Cook said that he tries to \u201ccarry on the mission that [Steve Jobs] set in place, to build the best products in the world that enrich people\u2018s lives. And that hasn\u2019t changed. Lots of things change with time. But the reason for our being is the same.\u201d<\/p>\n Well established as a design and product innovator, Apple\u2019s brand promise is centered around innovation, quality, reliability, and user-friendly design.<\/p>\n If it couldn\u2019t deliver on its brand promise, we might see Apple shipping shoddily designed products that don\u2019t solve any problems for its consumers, something that would do swift and irreparable damage to its brand.<\/p>\n Starbucks might even add \u201cone street at time,\u201d so ubiquitous are its stores across America and most corners of the globe.<\/p>\n Starbucks\u2019 core brand promise is customer-focused, establishing its reputation as a customer service company that happens to sell coffee.<\/p>\n Image Source<\/a><\/em><\/p>\n Tennis accessories brand Anima Iris seeks an emotional connection with its target audience by promising that they will feel empowered and emboldened.<\/p>\n Those words also set it apart from competitors and establish some of the expectations its customers should have.<\/p>\n Telfar\u2019s vegan leather shopping bags became a must-have accessory over the last decade or so, thanks to its positioning as an affordable luxury. That\u2019s a tricky sweet spot to maintain, but it\u2019s central to the brand promise.<\/p>\n If it failed to deliver on its brand promise, it could be reflected in prices shooting up beyond what its target consumers could afford, and\/or a steep decline in quality.<\/p>\n Image Source<\/a><\/em><\/p>\n Rooted firmly in diversity and inclusion, Tru Colour \u201cbelieves in the beauty of the individual and exists to provide skin-tone shade bandages and kinesiology tape for everyone.\u201d<\/p>\n Its brand promise indicates that inclusion is a foundational principle, one that will continue to drive the brand as it grows.<\/p>\n The stakes are high for Noirbnb, which promises \u201ca safe space for people of color to travel and discover new adventures.\u201d<\/p>\n As such, it\u2019s also a memorable brand promise, particularly for its target audience of people of color who may have felt unsafe on previous travel adventures. This is also a highly actionable brand promise.<\/p>\n Image Source<\/a><\/em><\/p>\n Volvo\u2019s EVA initiative prioritizes Equal Vehicles for All, \u201cregardless of gender, age, height, weight, or shape.\u201d<\/p>\n If you\u2019ve ever buckled up in a car to find the seat belt at throat height, Volvo\u2019s promise will pique your interest.<\/p>\n This is another highly actionable brand promise, since the burden of proof \u2014 and literal life-or-death stakes \u2014 rests on Volvo.<\/p>\n Image Source<\/a><\/em><\/p>\n When your name is synonymous with luxury, you\u2019d best be able to deliver on your brand promise.<\/p>\n Customers of Four Seasons properties expect a level of personalized service that sets the brand apart not only from other hotels and resorts, but from other luxury hotel brands. This brand promise is memorable and emotional, appealing to consumers\u2019 desire to be treated like royalty.<\/p>\n Pretend I\u2019ve been handed the money and the magic needed to build an adventure tour company for fictional places.<\/p>\n My imaginary company is inspired by Cornelia Funke\u2019s 2003 YA book Inkheart<\/em>, in which a girl learns that her father can bring characters to life simply by reading from them.<\/p>\n Inkheart\u2019s brand promise, \u201cBring stories to life \u2014 safely,\u201d assures its imaginary audience that they can enjoy immersive experiences in their favorite fictional worlds without fear of ogres, vampires, or evil masterminds.<\/p>\n A real brand promise from a fictional brand, Disney Pixar animated classic Monsters Inc. <\/em>features a company by the same name. Monsters Inc. employs monsters to scare children, whose screams produce clean energy.<\/p>\n Doing double duty as a tagline, \u201cWe scare because we care\u201d evokes emotion and establishes the brand\u2019s distinctiveness \u2014 while promising legitimate frights.<\/p>\n What\u2018s common across all these promises is that they never refer to a particular offering or numerical goal. Instead, they are statements that encompass the brand\u2019s broader purpose.<\/p>\n <\/a> <\/p>\n Business-to-business brand promises can be difficult to craft. This is because these relationships are often more about efficiency and ROI<\/a> than meeting emotional needs.<\/p>\n Check out these B2B brand promise examples to spark your imagination.<\/p>\n Image Source<\/a><\/em><\/p>\n Here at HubSpot, we offer a complete customer platform that helps businesses connect and grow better. (Psst, that customer platform includes Marketing Hub<\/a>.)<\/p>\n Our brand promise has broad appeal \u2014 \u201cmillions of companies\u201d \u2014 and demonstrates our commitment to and focus on growth.<\/p>\n Image Source<\/a><\/em><\/p>\n The repeated \u201cany\u201d in Datadog\u2019s brand promise indicates the product\u2019s flexibility, an actionable claim that also differentiates it from its competitors.<\/p>\n Recurly, a subscription management service, makes an emotional appeal in its brand promise with the word \u201cgrowing.\u201d That sense of nurturing is backed up by the actionable claim that it has \u201ca good thing.\u201d<\/p>\n I use Calendly regularly, and I appreciate that it\u2019s simple to use. Calendly\u2019s brand promise focuses on a positive user experience, which directly impact\u2019s the brand\u2019s bottom line.<\/p>\n Image Source<\/a><\/em><\/p>\n Reachdesk uses AI to power personalized corporate gifting. Its brand promise hints at the \u201cpower\u201d in store for companies that wow and delight their customers.<\/p>\n If it couldn\u2019t deliver on its brand promise: Glitchy AI could lead to gifts that didn\u2019t feel thoughtful or personal, or worse, be embarrassing.<\/p>\n LogicManager uses the word \u201csurprises\u201d to indicate that it understands the realities of risk management. That establishes an emotional relationship with its customers \u2014 it\u2019s that \u201chey, you get <\/em>me\u201d moment.<\/p>\n That emotional plea is backed up by a credible and actionable promise that the enterprise risk management company can predict future risks before they get out of control.<\/p>\n Muck Rack\u2019s brand promise begins with a superlative, \u201csmarter,\u201d appealing to customers\u2019 desires for growth and improvement. Coupled with \u201cpowerful\u201d and \u201ceasy-to-use,\u201d Muck Rack sets up an actionable brand promise.<\/p>\n Medtronic, a healthcare tech company, has to persuade potential customers that it can improve (and even extend) quality of life with devices like high-tech pacemakers. That\u2019s a high bar to clear, so it goes straight for an emotional appeal with a brand promise that uses strong verbs like \u201calleviate\u201d and \u201crestore.\u201d<\/p>\n If you\u2019ve interacted with small businesses, like your neighborhood bookstore or a vendor at the local farmers\u2019 market, you\u2019ve likely used Square to make a payment. Square\u2019s brand promise hinges on accessibility and user-friendliness above all \u2014 an inability to deliver would make it unusable by the audience it targets.<\/p>\n
\n Why Your Brand Promise Is Important<\/a>
\n How to Write a Brand Promise<\/a>
\n What makes a brand promise successful?<\/a>
\n Brand Promise Template<\/a>
\n Brand Promise Examples<\/a>
\n Examples of Brand Promises for B2B<\/a> <\/p>\nBrand Promise vs. Tagline<\/h3>\n
\n Gain consumer trust.
\n Be the foundation for your company\u2019s consumer interactions. <\/p>\nA Quick Brand Promise Definition<\/strong><\/h3>\n
Why Your Brand Promise Is Important<\/strong><\/h2>\n
How to Write a Brand Promise<\/strong><\/h2>\n
1. Focus on your audience.<\/strong><\/h3>\n
2. Think about your customer touch points.<\/strong><\/h3>\n
3. Keep it simple, unique, and inspiring.<\/strong><\/h3>\n
\n What does my company stand for?
\n What makes us different from our competitors? <\/p>\nWhat makes a brand promise successful?<\/strong><\/h2>\n
Credibility<\/h3>\n
Actionable<\/h3>\n
\n What do your customers get in return if they commit to your brand?
\n How can your audience engage or get involved with your brand promise?
\n What other questions might someone ask after seeing your brand promise? <\/p>\nMemorable and Emotional<\/h3>\n
Business Impact<\/h3>\n
Brand Promise Template<\/strong><\/h2>\n
Brand Promise Examples<\/strong><\/h2>\n\n
Build the best products in the world and enrich people\u2019s lives. (Apple<\/a>)<\/h3>\n
To inspire and nurture the human spirit \u2014 one person, one cup, one neighborhood at a time. (Starbucks<\/a>)<\/h3>\n
Feel empowered and emboldened. (Anima Iris<\/a>)<\/h3>\n\n
Redefine luxury as accessible and inclusive. (Telfar<\/a>)<\/h3>\n
Inclusion since inception. (Tru Colour<\/a>)<\/h3>\n\n
Create a safe space for POC to travel and discover new adventures. (Noirbnb<\/a>)<\/h3>\n
Safety for all. (Volvo<\/a>)<\/h3>\n\n
Unparalleled luxury and personalized service. (Four Seasons<\/a>)<\/h3>\n\n
Bring stories to life \u2014 safely. (Inkheart)<\/h3>\n
We scare because we care. (Monsters Inc.)<\/h3>\n
Examples of Brand Promises for B2B<\/strong><\/h2>\n
Help millions of companies grow better. (HubSpot<\/a>)<\/h3>\n\n
See inside any stack, any app, at any scale, anywhere. (Datadog<\/a>)<\/h3>\n\n
Keep a good thing growing. (Recurly<\/a>)<\/h3>\n
Easy scheduling ahead. (Calendly<\/a>)<\/h3>\n
Unlock the power of gifting at scale. (Reachdesk<\/a>)<\/h3>\n\n
Manage tomorrow\u2019s surprises today. (LogicManager<\/a>)<\/h3>\n
Smarter PR with powerful, easy-to-use software. (Muck Rack<\/a>)<\/h3>\n
Engineering the extraordinary to alleviate pain, restore health, and extend life. (Medtronic<\/a>)<\/h3>\n
Empowering small businesses and entrepreneurs with financial tools and services that are accessible, innovative, and user-friendly. (Square<\/a>)<\/h3>\n