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 | ||
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 | BrandingBrand IdentityMission StatementTaglineInternal BrandingBrand Authenticity | |
