Today we are discussing your Brand Promise & Brand Purpose, aka your raison d'être.
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These 2 key statements serve as your North star guiding who you want to attract and how you're going to show up for your audience day in, day out.
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Typically, people confuse taglines for brand promises. The exception is if your promise is concise and memorable, you could use it as your tagline.
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What is a brand promise?
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A brand promise is the exceptional experience you commit to deliver to your audience.
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In other words, what can your audience expect from your product or service? This is the commitment to your customer that you will keep 100% of the time.
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BEWARE: If you don’t articulate your brand promise, your audience will decide for you.
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Similar to life, don't make a brand promise you can't keep. To paraphrase, you need to put your actions where your mouth is.
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What is a brand purpose?
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Your company's purpose is about why you exist beyond making , and its mission describes what your company does to realize its purpose.
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Brand purpose is important because it shows your customers that you're not just your products, services, or promotions. You have a higher purpose—and it's bigger than just turning a profit.
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Here are some examples:
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Apple's purpose is simply “To empower creative exploration and self-expression.”
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McDonald's purpose is “To provide simple easy enjoyment to every customer visit.”
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