3 Brand Promise Examples and How to Create Your Own

By Indeed Editorial Team

Published May 16, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Companies use various marketing strategies to achieve their goals. One of these is developing a brand promise, which is what they claim to provide customers on a consistent basis. Learning how to use this strategy effectively may be helpful if you want to start a career in marketing or create a brand promise for an organization. In this article, we discuss the importance of evaluating brand promise examples, define what a brand promise is, enumerate its characteristics, list the steps on how to create one, and provide examples of effective brand promises.

The importance of evaluating brand promise examples

It may be helpful to study brand promise examples when creating one because these can provide insight into what makes an effective statement. It can also deepen an individual's understanding of what a brand promise is and how it helps organizations realize their goals. Identifying the common characteristics of successful brand promises can guide an individual to developing a promise for an organization that appeals to its target market, increases brand recognition, and improves its reputation.

Related: How to Become a Brand Strategist (With Eight Steps)

What is a brand promise?

A brand promise is a statement that reflects the experience or value that consumers can expect to receive consistently when interacting with a particular company. It's often part of an organization's marketing strategy, and the main goals for using it are usually to increase the customers' confidence and loyalty to the brand and improve the company's performance as a result. The organization achieves these goals when they're able to deliver on the promise they made. Failure to do so may negatively affect their reputation and credibility among consumers.

Characteristics of an effective brand promise

A brand promise can help a business improve its performance by emphasizing the value it consistently provides to consumers. To achieve this, it's important to know how to develop one for an organization. Here are several characteristics that make a brand promise effective:

Simple

An effective brand promise is typically straightforward. It generally possesses an uncomplicated sentence structure and uses words that are familiar to the business' customer base. These make it easy for consumers to understand and remember it, which is important to the success of this marketing strategy.

Realistic

It's important for a brand promise to be believable to gain the trust and loyalty of consumers. Ensuring that it's realistic also helps the company avoid making claims that aren't within their capacity to meet. A restaurant's delivery claim of 10 minutes or less, regardless of the distance, for example, seems unrealistic and may result in their customers not taking the promise seriously. This may affect their reputation and performance.

Actionable

It's crucial that a brand promise is doable for the company. A business that's unable to deliver the experience they claimed in their promise may experience a loss of trust and credibility among consumers. For instance, if a flower shop that promises to deliver fresh flowers often fails to do so, they're likely to receive negative reviews. These can affect their sales and make it difficult for them to maintain and attract customers.

Unique

An organization often develops a brand promise that's different from that of their competitors to increase consumers' awareness of their brand. They also do this to emphasize the unique or better value they provide to their customers, which is often their selling point. If a brand promise is generic or similar to that of another company, there's a risk of consumers failing to remember it or associating it with a different organization.

Memorable

Businesses often spend time and effort to develop a brand promise that consumers are likely to remember. They usually achieve this by creating a statement that's funny or thought-provoking. If the promise consists of more than one phrase or sentence, they make sure to specify the kind of experience consumers can expect with their products or services. They do this to distinguish themselves from the competition and make their brand promise memorable.

Consistent

An effective brand promise is consistent in that it reflects the current ideal customer experience. Consistency means it aligns with the company's vision, mission, and values. It may also refer to how it complements or fits in with the brand's identity. To achieve consistency in this sense, companies make sure that their choice of words and tone when creating their promise matches their brand. This is important because it helps consumers to recognize the statement easily and associate it with the brand, which may increase brand awareness.

Measurable

Many brand promises that people remember possess a quantifiable element. For instance, a delivery company may assure customers that they deliver packages within 24 hours, or a tire manufacturer may claim that their tires can cover a distance of 80,000 miles before requiring replacement. Using a scale that's easy to understand, such as time and distance, can make the brand promise more memorable. It also allows consumers to determine if the company is truthful in its promise, which may increase their loyalty and confidence in the brand.

Related: What Is Product Differentiation? A Complete Guide

How to create a brand promise

A brand promise is an important part of a company's marketing strategy. Creating one requires that you understand the business' customer base and the brand itself. Here are four steps you can follow to develop a brand promise for an organization:

1. Understand how customers perceive the brand

Understanding how people see the brand is necessary to create an effective brand promise. A business' promise is typically a reflection of what customers already expect from them. You can gather information through surveys or by conducting interviews with customers. Here are several questions you can ask:

  • What are your expectations with [business name]?

  • Why do you choose [business name] instead of going somewhere else?

  • What comes to mind when you think of [business name]?

2. Analyze the brand

This involves using the information you gathered from customers to determine the brand's position in the market. Analyzing the brand is important because it helps you create a realistic and consistent promise that's believable to consumers. Here are the areas to consider for this step:

  • Focus of the brand: This refers to the product category or the problem that the brand aims to solve.

  • Quality level: This describes the degree of excellence of the product or service the brand offers. For example, a company may state that their clothes are of the highest quality, or that their team hand-stitches each pair of shoes.

  • Price range: A brand's products or services may be in the low-cost, mid-range, or high-end price range.

  • Values that appeal to the target market: These are the selling points of the brand. Examples are excellent customer service, attention to detail, and product durability.

Related: What Is Market Positioning? How to Develop a Strategy

3. Know your customers

Identify which group of people you want the brand promise to reach. This is important because being specific enables you to create an effective brand promise that appeals to consumers and increases brand awareness. You can first learn about the company's target market, then try to describe it. For instance, a bookstore may say they cater to book lovers.

4. Develop the brand promise

You can create a short and straightforward brand promise by combining the elements in the first three steps. You can also note how you described the brand and the company's customers. Here's a simple template you can follow:

[Brand] aims to [company values that appeal to customers] by providing [customer description] with [product or service quality] [product category] at [price description].

Example: Bin Bags aims to protect the environment by providing environmentally-conscious and fashion-forward women with high-quality, handwoven bags made from sustainable materials at affordable prices.

5. Ask for feedback and finalize the statement

You can ask team members and select customers for their thoughts on the statement you developed, and consider these when creating the final version of the company's brand promise. The template can guide you at first, then you can make changes according to this feedback. You can modify its structure, adjust its length, and omit elements to suit the organization's needs and preferences.

Examples of brand promises

Developing a brand promise requires time and effort. To make the process faster and easier, you can use a template and personalize it to match the brand's identity. You can also study the claims of successful companies for inspiration, or consider these examples of fictional brand promises:

Restaurant that serves comfort food

A brand promise can be a short phrase. This is effective because it conveys to customers that the restaurant serves comfort food, which is the value they provide to consumers. The statement also contains a quantifiable element, making this promise believable and measurable.

Example: Comfort delivered in less than an hour.

Company that offers chocolate subscription boxes

This promise is effective because it's measurable. It also sets the expectation of the customer with regard to the quality of the product they can receive when they purchase a subscription.

Example: Receive a box of the finest chocolate from the country's best chocolatiers every first Saturday of the month.

Grocery store that sells items from local producers

This statement includes all the important components of an effective brand promise. It specifies the target consumers and identifies and describes the product category. It also indicates the company value that may appeal to customers.

Example: Your Local Grocer serves the community by providing high-quality and locally sourced produce at lower prices to support our farmers.

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