Establishing a brand promise is crucial for businesses aiming to develop a clear and recognizable brand that consumers trust. Creating a cohesive branding strategy for your company is a big part of this process. 

While there are many different aspects of branding, a brand promise is a type of strategy that delivers an expectation to customers. 

If you are unsure of what a brand promise is, how it can benefit your company, or how you can go about creating brand promises, look no further. 

This article will address all these concerns and give you concrete examples that can help inspire your branding strategy.

The Brand Promise Formula

After you’ve addressed the building blocks of your brand promise, it’s time to put it together. 

Not every brand will follow the same template for creating their brand promise, but there is a typical order that goes as follows:

Positioning + Vision + Value Proposition = Brand Promise

6 Brand Promise Examples

Now that you understand the importance of a brand promise and the different considerations to keep in mind while creating your own, let’s take a look at a few brand promises from prominent companies and how they work to meet the expectations they set.

1. Nike

Brand Promise: To Bring Inspiration And Innovation To Every Athlete*

Nike is often regarded as one of the leaders of brand promises and taglines with their famous “Just Do It” tag associated with many marketing campaigns and efforts. 

The promise works to drive inspiration, and the * at the end states that if a person has a body, they are an athlete, allowing their inclusive message to be heard in a unique way.

2. Coca-Cola

Brand Promise: To Inspire Moments Of Optimism And Uplift

Coca-Cola has built its brand around positive messaging and uplifting moments, and their brand promise helps instill that refreshing approach in the minds of their customers and their prospects. 

It also helps Coca-Cola with their interesting branding movement as a lifestyle brand rather than a soft drink.

Honestly, the idea of branding a beverage as a lifestyle used to sound far-fetched. Somehow, by anchoring to “optimism and uplift,” Coca-Cola nudged its product out of the ordinary and into the territory of feel-good memories and social sharing. That’s not an accident—it’s a calculated move that turns a fizzy drink into a household presence, showing how even a simple promise can punch above its weight when woven into every interaction.

On the flip side, the risk of setting such a broad and vibrant promise is that every customer touchpoint must keep up the same mood; if someone picks up a Coke and gets poor service, the whole emotional narrative starts to unravel. It’s a tricky game of consistency and high stakes, as people generally remember the moments when a well-crafted brand promise falls flat much longer than when it quietly delivers. Still, when it works, you end up with a brand that people feel something about—not just one they recognize.

3. Apple

Brand Promise: Think Different

While definitely one of the shorter examples on this list, Apple’s strong yet short statement is one of the most famous brand promises of all time and is a perfect component of a branding style that’s aimed at showcasing new and innovative products and ideas.

4. H&M

Brand Promise: More Fashion Choices That Are Good For People, The Planet, And Your Wallet

In contrast to Apple’s two-word brand promise, this longer explanation of H&M’s company is a great example of the types of brand promises made possible through the formula. 

The brand works to create sustainable and low-cost products and delivers its mission and company goals through its promise.

5. Walmart

Brand Promise: Save Money, Live Better

Walmart is another brand that has a short, succinct brand promise that showcases the differentiator of the brand. 

The company works to deliver low prices on groceries and household items, and in doing so they promote a better quality of life.

6. Coors Light

Brand Promise: The World’s Most Refreshing Beer

A brand promise can be a bit of an exaggeration, assuming you can still deliver on the overall promise of the saying. 

Coors Light is a great example, as “World’s Most” is certainly not a provable title, but it touches on the spirit of the company and the goals they want to deliver to consumers.

Wrap Up: A Brand Promise is Much More Than a Tagline or Catchphrase

Your brand promise is a commitment to what your company will deliver to customers.

And keeping true to your word will help boost your brand’s reputation and increase your authority in the industry.

A brand promise is only a part of a well-rounded plan. 

So if you want to plan your brand strategy and grow your brand’s recognition, check out our Brand Bundle today and get started with your growth.

 

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