Brand Promise

Your brand promise is the solemn pledge you make to those you serve. Think “safety” and Volvo. For decades, Volvo has promised their customers the safest cars on the market. And they’ve delivered on it. Your brand promise is expressed in many forms: taglines, messaging, advertisements, social media, and beyond. It can be explicitly stated or subtly implied. An explicit brand promise is more immediate than an implicit one, but it’s important to keep in mind: the more explicit your promise, the higher the expectations that you will deliver on it. The most important part of any brand promise is that it is kept—every time.