Formulating a Brand Promise in 4 Steps

A brand promise is crucial for strong brand positioning. It is, in essence, your strategy in one sentence—your statement to the world. It provides direction for your brand and represents the promise you make to your customers. But crafting a powerful brand promise in just one sentence can be quite a challenge. So, what exactly is a brand promise? Where do you start? And how do you ultimately create a compelling promise that aligns with what your brand stands for?

The brand promise is an important part of the One Page Strategic Plan (OPSP), a key tool within the Scaling Up methodology.

No worries! In this article, we’ll explain what a brand promise is and why it’s so important to have one. We’ll also highlight the most common pitfalls in formulating a brand promise and share inspiring examples. Finally, we’ll guide you through a step-by-step approach to developing a strong brand promise for your own business.

What Is a Brand Promise?

A brand promise is a statement that communicates the essence of your brand to the world. There are many different definitions. Some companies work with a brand promise or brand essence, while others use brand DNA. Some refer to it as a payoff or slogan. However, they all boil down to the same core idea: what your brand represents.

Your brand’s identity is a conscious choice, reflecting both what your company stands for and what it means to your audience.

What Makes a Strong Brand Promise?

A strong brand promise is:

? Authentic

? Relevant

? Simple

? Credible

It is based on the company’s values, mission, and vision. A strong brand positioning ensures differentiation from the competition. Simply put, a well-crafted brand promise delivers results for your business. It also helps build connection and trust with your customers.

Some brand promises are beautifully or inspirationally phrased, while others are very practical—both can be effective. The key is ensuring your promise aligns with your values, is distinctive, and inspires.

The Importance of Purpose-Driven Branding

Deloitte’s Head of Brand & Growth Strategy advocates for creating societal relevance in branding:

“Companies that lead with purpose and build around it can achieve lasting loyalty, consistency, and relevance in consumers’ lives. But those who fail to identify and articulate their purpose may only survive in the short term. Over time, customers will likely demand more.”

Inspiring Examples of Strong Brand Promises

There are countless examples of great brand promises, but here are some standout ones:

• IKEA: “Affordable solutions for a better life.”
• BMW: “The Ultimate Driving Machine.”
• Coolblue: “Everything for a smile.”
• Albert Heijn (Supermarket in The Netherlands): “making the mundane affordable and the extraordinary attainable.”
• Coca-Cola: “To inspire moments of optimism and uplift.”
• Nike: “To bring inspiration and innovation to every athlete in the world.”
• Apple: “Think different.”
• H&M: “More fashion choices that are good for people, the planet, and your wallet.”
• Domino’s: “30 minutes or it’s free (In some cases, a $3 discount was applied if the delivery was late)

Interestingly, some of the strongest brand promises—like Coca-Cola and Apple—don’t even mention their products. They position themselves as lifestyle brands, promising a mindset and way of life rather than just a product. Nike, for example, focuses on inspiration rather than sportswear.

Why Is a Brand Promise So Important?

A brand promise is a key component of your brand strategy. It defines your position in the market and helps customers understand what your company stands for.

According to advertising expert Marc Oosterhout:

“What you want to mean to the world goes far beyond just selling. Your brand promise remains one of your most important marketing mechanisms.”

Having a strong brand promise can:

? Influence customer choices—People will choose you over competitors.

? Create consistency—It aligns your communication, product development, and strategy.

? Strengthen internal structure—It helps your team stay focused and consistent.

Common Mistakes When Creating a Brand Promise

1. Avoid Vague, Overused Words

One of the biggest mistakes is making a too generic brand promise. If it doesn’t say anything concrete, it loses its impact.

? Words like “quality,” “value,” “service,” and “authenticity” are too broad and meaningless. Instead, focus on what specifically differentiates your brand.

2. Don’t Make Empty Promises

A brand promise is worthless if you don’t follow through. If you don’t deliver on your promise, customers will lose trust in your brand.

For example, if your brand promise involves a guarantee or price commitment, make sure it is verifiable and measurable. Otherwise, inconsistency will harm your credibility.

3. Don’t Change Your Promise Too Often

A strong brand promise secures a place in the customer’s mind. If you change it frequently, you lose consistency, making it harder to build trust and loyalty.

4. Align Your Promise with Your Positioning

Your brand promise should fit your market position. First, define your positioning, then create a compelling tagline that aligns with it—not the other way around.

The 4-Step Plan to a Strong Brand Promise

Step 1: Define Your Target Audience

Identify who you are speaking to. Consider:

? Demographics (age, gender, income, location)

? Interests, motivations, and needs

? Customer personas to visualize different segments

Step 2: Analyze the 3 C’s

1?? Customer: Who is your ideal customer? What do they need?

2?? Competition: What makes your company unique? Where is the gap in the market?

3?? Company: What are your core values? What do you stand for?

Step 3: Determine Your Positioning

Define:

? Customer needs & desires

? Your ideal customer profile

? Core values

? Your unique differentiator

For example, Coolblue positions itself as “the online retailer that truly makes customers happy.”

Step 4: Craft Your Brand Promise in One Powerful Sentence

Translate your positioning into an inspiring, clear brand promise.

?? Choose the right communication level:

? New market entrant → A descriptive promise (explaining what you do).

? Established brand → A product-based promise (highlighting your advantage).

? Emotional positioning → A promise that creates a deeper connection.

?? Key takeaway: A powerful brand promise aligns with customer needs, reflects your core values, and differentiates you from competitors.

Create Your Own Brand Promise

Now it’s your turn! Use this step-by-step plan to craft your own brand promise. Need help? We’re here to guide you.

At ScaleUp Company, we support ambitious growth companies with proven scaling programs, individual business coaching, and an extensive peer network—so you can focus on what you do best: entrepreneurship and seizing opportunities. ??

Sign up for a free Masterclass ‘How to Navigate your ScaleUp through the Growth Phases of a company with Scaling Up” via this link: https://www.scaleupcompany.dk/tilmelding-til-masterclasses/

Happy Scaling!