What is a Brand Promise?

John Spacey, updated on April 09, 2017

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.

Value

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

Credibility

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
Type	Branding
Definition	A short statement that tells customers what they can expect from your brand.
Notes	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.
Related Concepts	Branding Brand Identity Mission Statement Tagline Internal Branding Brand Authenticity