The secret to writing a brand promise that actually resonates

A brand promise isn’t just a tagline or a mission statement—it’s a commitment that defines your relationship with your audience. It’s what tells them, “Here’s what you can expect from us, every single time.” Done well, a brand promise inspires trust, drives loyalty, and differentiates your business from the competition. But too often, brand promises fall flat because they’re vague, forgettable, or disconnected from the actual customer experience.

So, how do you write a brand promise that not only resonates but also becomes a cornerstone of your business’s identity? Let’s break it down.

What makes a brand promise resonate?

A strong brand promise is:

• Clear: It’s easy to understand and leaves no room for ambiguity.
• Memorable: It sticks in the minds of your audience.
• Authentic: It aligns with what your brand delivers.
• Emotional: It connects with your audience on a deeper level, addressing their needs and aspirations.

For example, FedEx’s brand promise, “When it absolutely, positively has to be there overnight,” is simple, actionable, and built on their core value: reliability. It’s not just a claim; it’s a commitment they’ve consistently upheld.

Steps to craft a brand promise that connects

1. Understand your audience’s core needs

A brand promise isn’t about what you want to say—it’s about what your audience wants to hear. Start by identifying their primary pain points and desires. Use tools like customer surveys, social listening, and user interviews to gather insights. Ask questions like:

• What problem are we solving for our customers?
• What do they value most about brands in our category?
• How do they describe our brand to others?

Example: Nike’s brand promise, “To bring inspiration and innovation to every athlete in the world,” directly speaks to their audience’s aspiration for self-improvement and achievement.

2. Define your brand’s unique value proposition

Your brand promise should reflect what sets you apart. This isn’t just about being better than competitors—it’s about being distinct. Think about:

• What does your brand offer that no one else can?
• How does your product or service uniquely solve a problem?
• What’s the emotional benefit of choosing your brand?

Pro tip: Avoid generic promises like “We deliver quality” or “Customer satisfaction guaranteed.” These phrases are overused and meaningless without context.

3. Keep it simple and concise

A great brand promise is short and to the point. Aim for no more than 10-15 words. Long-winded promises are harder to remember and dilute the message. Examples of brevity done well include:

• Apple: “Think different.”
• BMW: “The ultimate driving machine.”
• Airbnb: “Belong anywhere.”

Each of these promises conveys a clear, unique value in just a few words.

4. Align it with your brand’s actions

The biggest mistake brands make is writing a promise they can’t deliver on. Your brand promise isn’t just a marketing tool—it’s a benchmark for how your business operates. If you promise exceptional customer service, every touchpoint must reflect that commitment.

Example: Zappos’ promise of “Delivering happiness” is embedded in their culture, from their generous return policies to their famously helpful customer service team.

5. Test it with your audience

Even the best-written brand promise can fall flat if it doesn’t resonate with your audience. Test different iterations with focus groups or A/B testing. Pay attention to how your audience reacts:

• Do they find it relatable?
• Does it reflect their experience with your brand?
• Is it memorable enough to repeat?

Real-world examples of brand promises that work

• Tesla: “To accelerate the world’s transition to sustainable energy.” Tesla’s promise speaks to a broader mission that resonates with environmentally conscious consumers and aligns with their innovative product offerings.
• Disney: “To create happiness through magical experiences.” Every aspect of Disney’s business, from their theme parks to their films, reinforces this promise.
• Amazon: “To be Earth’s most customer-centric company.” This promise is evident in their relentless focus on convenience, fast delivery, and customer service.

Common pitfalls to avoid

• Being too vague: A promise like “We’re the best” says nothing specific about your brand.
• Overpromising: Making a claim you can’t deliver will erode trust faster than no promise at all.
• Ignoring audience feedback: A promise that doesn’t resonate with your customers is ineffective, no matter how clever it sounds.

Your promise is your bond

A brand promise isn’t just a slogan; it’s a declaration of what your business stands for and how it serves your audience. When crafted with clarity, authenticity, and purpose, it becomes a powerful tool for building trust and loyalty. Invest the time to define a promise that resonates and make sure every action your brand takes lives up to it.