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?