A Brand Promise: a thorough definition and 3 great examples of companies doing it right
What is a ‘Brand Promise’?
As we work through our uniquely compact and powerful branding tool with clients, we are often asked just what a ‘brand promise’ is and why it is important.
Before we get started, let’s first dive into what brand promise IS NOT:
- A unique selling proposition
- A slogan or advertising headline
The best way we have found to explain it is by saying that you should imagine it as a website’s cookie.
In just the same way as a website will place a small bit of code on your device to make sure your device remembers the site, the brand promise is that small ‘cookie’ that the brand we create for you will place into each and every person’s mind who comes across your logo design, your website – any brand touchpoint.