WHAT IS A BRAND PROMISE?

[The Key Principals You NEED To Know]

Before we dive into specifics I want to first relieve you of some fog that may be hanging around this topic.

Your brand promise is not your tagline.

It’s not a slogan, a value proposition, a USP or a vision, mission or values statement.

You don’t have to look hard on Google to find an article suggesting that Nike’s promise is to “Just Do It” or that McDonald’s promise is “I’m Lovin It”.

Let’s cut to the chase here.

If I were to say to you, “I’m gonna promise you something” and you said, “Ok, what?”… then I replied with “Just do it”, you’d say to me “Eh… that’s not a promise”.

And you’d be right… it’s not.

So, what is a brand promise then?

Before we dive into specifics I want to first relieve you of some fog that may be hanging around this topic.

Your brand promise is not your tagline.

It’s not a slogan, a value proposition, a USP or a vision, mission or values statement.

You don’t have to look hard on Google to find an article suggesting that Nike’s promise is to “Just Do It” or that McDonald’s promise is “I’m Lovin It”.

Let’s cut to the chase here.

If I were to say to you, “I’m gonna promise you something” and you said, “Ok, what?”… then I replied with “Just do it”, you’d say to me “Eh… that’s not a promise”.

And you’d be right… it’s not.

So, what is a brand promise then?

The Video Breakdown

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Brand Promise Is An Extension Of Your Brand Position

When building a brand, one of the most important exercises you’ll undertake is developing your positioning strategy.

Here you’ll define who your audience is on a detailed level.

You’ll analyse your competitors to look for gaps in the market.

And then you’ll define the difference you’ll make in their lives.

This exercise will identify a position in the mind of your audience you’ll want to occupy which will represent a certain experience your audience can expect to receive.

The “Father of