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.

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Why is a brand promise important for my company?

Having a brand promise is the key to differentiation: A well-crafted brand promise sets the company apart from competitors, communicating what makes your company unique and compelling
A brand promise is your gateway for long-term success: a well-defined brand promise contributes to building customer relationships and driving long-term success by fostering brand advocacy and repeat business.
It makes the decision-making process in your company simpler: a great brand promise acts as a compass for decision-making, ensuring that all aspects of your business, from product development to customer service, are aligned with the promised experience.

Will a brand promise make my business stronger?

The short simple answer to that is, YES. Of course, it will.

Customers are driven by emotions, not logic. In fact, a recent statistic shows that a buyer’s decision is based 80% on emotion and 20% on logic.

A meaningful brand promise tunes into the customer’s emotional side – they want to buy from you because of the way your brand makes them feel.

The best part is, your brand promise not only inspires your customers, it also greatly influences your team – there is nothing worse in a company than a lack of purpose and focus.

This is the way to gain focus in your business. And a spirit full of focus and energy turns your organization into one that is more fluid, innovative, collaborative, and gratifying. Sounds great, right?

Having a brand promise is crucial for any company as it serves as a guiding principle and a foundation for building a strong brand identity. In fact, a poor brand design could be costing you a fortune without you even knowing.

It is important for the following reasons:

The key to differentiation: A well-crafted brand promise sets the company apart from competitors, communicating what makes your company unique and compelling
Your gateway for long-term success: a well-defined brand promise contributes to building customer relationships and driving long-term success by fostering brand advocacy and repeat business.
It makes the decision-making process in your company simpler: a great brand promise acts as a compass for decision-making, ensuring that all aspects of your business, from product development to customer service, are aligned with the promised experience.

Some great examples to inspire you:

Volvo

Volvo’s promise to customers is safety. They have built their reputation around producing vehicles with advanced safety features and technologies, emphasizing their commitment to protecting drivers, passengers, and pedestrians on the road.

Airbnb

Airbnb’s promise to customers is to provide unique and memorable travel experiences. With their tagline “Belong Anywhere,” they focus on offering accommodations that go beyond traditional hotels, allowing travellers to connect with local hosts and immerse themselves in different cultures.

Patagonia:

Patagonia’s brand promise revolves around environmental responsibility and sustainability. They prioritize creating high-quality outdoor clothing and gear while minimizing their impact on the environment. Their tagline “Build the Best Product, Cause No Unnecessary Harm” reflects their commitment to ethical practices and environmental stewardship.