Essay On Brand Promises

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Recommended: Growing and sustaining brand equity

A brand promise is what a company commits to its target audience. And a brand making a promise must focus on the key priority for its audience. For example, retail brands generally make promises intended to excite buyers – whether you believe you’re getting a bargain, or you love the way something sounds or looks.

Key point: the brand promise is different from a tagline. A tagline is a tool that expresses an aspect of the company, but it’s not an enduring part of what the company stands for. Conversely, a brand promise is something that endures. In summary, the brand promise is used to sum up the mission statement and the tagline is used to drive action. They're both related, but they serve two distinct purposes.
A brand promise can be explicitly communicated to the public, often through advertising, or it can be manifested more subtly in the delivery of the brand experience. Ultimately a brand promise lives or dies on whether it is believed and delivered on. And successful brands consistently deliver on their promises.

Does it ad’ up?
Advertising is any paid announcem...

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