🦩 How to build brand trust [examples]

Today we are discussing your Brand Promise & Brand Purpose, aka your raison d'être.

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.

Typically, people confuse taglines for brand promises. The exception is if your promise is concise and memorable, you could use it as your tagline.

What is a brand promise?

A brand promise is the exceptional experience you commit to deliver to your audience.

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.

BEWARE: If you don’t articulate your brand promise, your audience will decide for you.

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?

Your company's purpose is about why you exist beyond making , and its mission describes what your company does to realize its purpose.

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.

Here are some examples:

Apple's purpose is simply “To empower creative exploration and self-expression.”

McDonald's purpose is “To provide simple easy enjoyment to every customer visit.”


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Need help nailing your brand promise and brand purpose? We've love to help you. Hit reply.