You’d think that all brand builders would be on the same page about how to write a brand promise and why you’d have one in the first place.
But they’re not.
When we apply some logic to the question of what a brand promise is, it’s pretty simple.
The brand promise is “the promise a brand makes to its audience about what they can expect”… right?
Right!… but even in this definition, there’s room for perspective.
First of all, there’s ”how” that promise is delivered.
Secondly, there’s “what” the promise represents.
You see different brands make promises in different ways and about different things.
Some state no promise at all and yet are still accountable to one.
In this article, we’ll clear up the confusion and outline processes to develop an effective brand promise statement.