To know how to write a brand promise effectively, we need to understand what the promise represents.
As I touched on before, the promise being made is that of the brand experience one can expect. It’s not specific to a feature, benefit or even a product or service.
So what is the “Brand Experience”?
It’s the overall experience your audience has with your brand, which results in the role they believe your brand could or will play in their lives.
So whether they experience your brand directly through a touch point such as your website or email sequence, or indirectly through a word-of-mouth conversation, your audience will build the idea of your brand in their mind.
From this idea, expectations are born which form the promise your audience associates your brand with.
As Marty Nuemeier said; “Your brand is not what you say it is, it’s what they say it is”.