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What is a Brand Promise?

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A brand promise is a short statement that tells customers what they can expect from your brand. In many cases, a tagline, slogan or mission statement is phrased as a brand promise. In some cases, a firm specifically publishes a "promise" as a separate statement relating to the quality of products, services and customer experience. The following are common elements of a brand promise.


A brand promise sums up the value of your products and services.


A believable promise that reflects the realities of your brand.

Short & Memorable

It is common for large brands to have very short slogans and mission statements. Smaller brands often have to put in a few more words as the lack the promotional power to get customers to associate two words with their brand.

Impact & Differentiation

A brand promise that stands out in a crowded market by being intriguing and different.
Overview: Brand Promise
A short statement that tells customers what they can expect from your brand.
Firms commonly make multiple brand promises. In many cases, advertising slogans and taglines on products are phased as a brand promise. A well managed brand may phase promises in different ways but they will typically tie back to the same ideas and feeling.
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