I’ve read more “Brand Promise Examples” articles than most and while some offer valuable branding insights, most fail to capture what a “brand promise” actually is for the reader.
First, let’s clear up what a brand promise is not:
Just Do It
Because You’re Worth It
I’m Lovin It
The Ultimate Driving Machine
These are all great examples of taglines, though taglines are not brand promises (unless of course they make an actual promise, but we’ll get into that later).
Taglines are designed to either solidify a position or own an idea (or both) in the mind of the intended audience.
A brand promise, on the other hand, is a promise (either literal or implied) made by the brand to deliver on a brand experience for the audience.
See the difference?
The tagline wants to own a position or idea.
The promise commits to delivering on an experience.