Brand Promise: What is it and How to create one?

In the dynamic business world, brands need to set up a unique identity in the market that separates them from their competitors and makes them trustworthy brands.  

According to a recent survey, 81% of customers must trust a brand to consider buying from them. 

Creating a brand is one of the fundamental steps in defining customers’ expectations of your brand. When you fulfil those expectations, customers start building trust in you.

What is a Brand Promise? 

A brand promise is typically a short and powerful statement showcasing your company’s commitment. Simply, it outlines the value and brand experience customers can expect from your company in every interaction. 

The more a company delivers its promises, the stronger brand value it creates in the customer’s mind. The brand promise can help in forming a public image and create a connection with the customers.  Hence, it builds trust between a business and its customers. 

How to Create a Brand Promise? 

Here’s a step-by-step process to create brand promise for your brand. 

Step 1: Define Your Core Values and Beliefs 

Brand promises are the representation of your company’s core values and beliefs. You should know exactly what your brand stands for and how it should be perceived in front of customers. Therefore, clearly define your brand values and beliefs to create an appealing and cohesive brand promise statement. 

Step 2: Understand Your Target Audience 

Use analytical tools and surveys to thoroughly understand the customers, including their likes and dislikes. These insights will help you create more relevant and meaningful promises to your customers. 

You can use Google Analytics to measure customer behaviour and engagement. It may also help you determine CTRs, likes, comments, and site visits. 

Step 3: Clarify Your Value Proposition 

Now, you should clearly define unique aspects of your product or service offerings. This will distinguish your brand from the competitors. In this way, you make your offering unique and valuable to the customers.

Step 4: Align with Your Value Proposition

Once you’re done clearly defining your brand values, understanding your customers, and clarifying your value proposition, you should focus on aligning these factors. 

When there is consistency between all the above, you will develop an appealing brand promise. This will even enhance your credibility and authenticity in front of customers. 

Step 5: Craft Your Brand  Promise 

Considering all the above points, you can now start crafting your brand promise. Make sure to keep your statement concise and capture your brand delivery. 

You may refer to the world-famous example of the Nike brand. They promise “to bring inspiration and innovation to every athlete in the world.”

Try to craft such statements – inspiring, inclusive, and speaking directly to the audience’s aspirations. 

Tips for Creating a Brand Promise

Below mentioned are some of the effective tips to create an efficient brand promise. 

1. Be Simple and Unique 

One of the best tips to create a successful brand promise is to keep it simple. Use language that’s easy for stakeholders and customers to understand. Ensure that you keep it unique by crafting it specifically for your brand. 

2. Should be Authentic 

You should create a brand promise backed by a genuine purpose. Creating your brand promise starting from “why” will help you create an authentic brand promise. Include your brand values to make it look more authentic. 

3. Keep it Compelling 

Your brand promise should be created based upon “value proposition.” This will reflect the customer’s benefits and make it more relevant for them. 

4. Stay Aligned with Your Brand Strategy 

Creating a brand promise aligned with your brand strategy may help you resonate better with the customers. Make sure to keep your audience in mind while creating your brand promise.  

5. Make it Memorable 

Besides an eye-catching brand promise statement, you should craft it in a way that makes it connect with customers. Your brand promise should evoke emotion, draw attention, and offer something new. These triggers will make your brand promise memorable. 

Brand Promise Examples

Here, we’ve mentioned some of the leading brands with great brand promise. These examples of brand promise may help you create a better one. 

1. Apple: “Think Different” 

Apple is an iconic electronic brand globally recognized for its impeccable designs and finest quality. According to their brand promise, they always serve the products from a different perspective. Simply put, they design unique products that enable users to experience the world differently.  

2. Starbucks: “To inspire and nurture the human spirit-one person, one cup, and one neighbourhood at a time” 

There are numerous chains selling tons of coffee every day at affordable and convenient prices. Starbucks has built its exceptional reputation in the coffee space across the globe by giving a seamless experience to customers from the moment they enter till the last sip of their coffee. 

3. BMW: “The ultimate driving machine”  

BMW’s brand promise denotes their attention to detail while building cars. They pass each of their automobile vehicles through stringent quality standards. BMW cars provide a great driving experience by prioritizing comfort, safety, and convenience. 

4. Geico: “15 minutes or less can save you 15% or more on car insurance.”

Geico’s entire marketing strategy revolves around its brand promise. This simple promise has upscaled their business to the top of the auto insurance industry. While a time-based promise is typically tricky to keep, it gives them an edge in the industry. However, the brand has always kept its promise and maintained a great brand image. 

Conclusion

In summary, brand promises help customers to understand what your brand stands for and what customers can expect from you. If you keep your promise, customers start trusting you and see you as a potential company. We hope this blog helps you understand everything about brand promise.   

Frequently Asked Questions 

Q1. What is an example of brand promise?

Listed below are some of the examples of brand promise. 

• Nike: “Inspire every athlete in the world” 
• Coca-Cola: “To inspire moments of optimism and uplift.”
• Harley Davidson: “We are Harley Davidson.”
• H&M: “More fashion choices for people, the planet, and your wallet.”

Q2. How can we improve brand promise? 

Develop six of the qualities mentioned below within your brand promise statement to increase its efficiency. 

• keep it simple, unique, and compelling
• Make it memorable
• It should be authentic 
• Align it with your brand strategy 
• Craft it based on your unique customer’s needs and preferences

Q3. Does Nike have a brand promise statement?

Yes, Nike has a brand promise, i.e., “To Bring Inspiration and Innovation to Every Athlete in the World.”

Q4. What is the ideal length of brand promise? 

Ideally, a brand promise should be of around 10 or fewer words regardless of the complexity of your message. Experts say you should not take more than one breath to say something. 

Q5. What is the brand promise formula?

Below, we’ve mentioned the standard formula for creating a brand promise. 

In simple words, you may also say it like “what you do for whom.”