12 of the Best Brand Promise Examples We’ve Seen

Characteristics of a good brand promise:

• Clear and concise: It should be easy to understand and remember, without being ambiguous or overly complicated.
• Unique and differentiating: It should set your brand apart from competitors and highlight what makes your offering special.
• Benefit-oriented: It should focus on the benefits customers will experience, not just the features of your product or service.
• Actionable: It should be phrased in a way that inspires action and motivates customers to choose your brand.
• Deliverable: Most importantly, your brand promise must be something you can consistently deliver on. Breaking a promise can damage trust and reputation.

Examples:

• Nike: Just do it (Motivation, Empowerment)
• Zappos: Delivering happiness (Service, Upliftment)
• Apple: Think different (Innovation, Creativity)
• BMW: The Ultimate Driving Machine (Utilitarian, Empowerment)
• Walmart: Save money, Live better
• BMW: The ultimate driving machine
• Coors Light: The world’s most refreshing beer
• Southwest Airlines: Low fares
• Allstate: You’re in good hands
• Coca Cola: To refresh the world and make a difference
• Starbucks: A welcoming ‘third place’ beyond work and home
• Disney: The happiest place on earth
• Amazon: The Earth’s most customer-centric company
• Tesla: Compelling mass market electric cars
• Target: Expect More, Pay Less
• Google: To make the world’s information useful and accessible
• Geico: 15 minutes or less can save you 15% or more on car insurance
• Zappos: A WOW customer experience
• FedEx: Overnight delivery, Guaranteed
• McDonald’s: The most reliably familiar dining experience anywhere on earth
• Nationwide: We’re on your side
• LEGO: Endless play
• Red Bull: Red Bull gives you wings

Developing a Brand Promise:

Creating a strong brand promise requires careful consideration and research. Here are some steps you can take:

• Understand your target audience: Identify their needs, wants, and expectations.
• Analyze your competitors: See what they're promising and where you can differentiate yourself.
• Define your brand values and personality: What are the core principles that guide your brand?
• Consider your unique selling proposition (USP): What sets you apart from the competition?
• Keep it simple and memorable: Focus on one core promise that resonates with your audience.
• Test and refine: Get feedback from your target audience to ensure your promise is clear and compelling.

Remember, your brand promise is a living document that should evolve over time as your brand and market change. By consistently delivering on your promise, you can build strong relationships with your customers and achieve long-term success.

To recap

• Consider your target audience and their priorities.
• Keep it short, memorable, and easy to understand.