If you decide your brand can confidently deliver on the difference it brings to the market, then a bold brand promise may solidify that position.
The starting point should be the positioning statement, while any promise should also consider the wider brand (including the internal brand such as the purpose, mission, vision and values).
Remember, the promise is about delivering an experience around your difference and shouldn’t just look at the difference in a silo.
Once you’re clear on your difference and the experience you want your audience to receive, then quite simply, write as many bold promises around that difference as you possibly can
Here are the characteristics of a compelling promise;
Experience, benefit & difference focussed
Authentic and believable
Deliverable and committed
Try to keep it short enough so it can be remembered but don’t get caught up thinking this is a tagline. It’s not.
Once you have your promise, make it often, but more importantly; keep it 100% of the time.
If you do these two things, you might stake a permanent claim for the position you want to occupy in the mind of your audience.