Considering your mission statement, voice and values, take some time to create your brand promise. It should be clear, credible and memorable. Your brand promise should covey a compelling benefit and capture the feeling of your brand to create an emotive response.
Here are some examples of companies that create expectations with their promise and consistently deliver.
Apple – Think different.
Starbucks – To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Coca-Cola – To inspire moments of optimism and uplift.
FedEx – Your package will get there overnight. Guaranteed.
Nike – To bring inspiration and innovation to every athlete in the world.
Your brand promise should feature on your homepage, on social media descriptions, in your email signature, and on your business card.
It is your answers when you are asked; How can you help me?
It’s the front line of your brand messaging.