What are examples of a brand promise?
From McDonald's "I'm lovin' it" to CNN’s “Go There”, here are answers to the question, "What's an example of a great brand promise?"
- Mcdonald's "i'm Lovin' It
- Patagonia's "we're in Business to Save Our Home Planet
- Disney’s “The Happiest Place On Earth”
- Prada’s “Be Seen, Be Heard.”
- FedEx’s “Delivered on time, every time”
- Amazon's "Deliver Happiness”
- CNN’s "Go There"
- Tru Colour's "Celebrate Our Differences”
- Zappos: “No-questions-asked, Hassle-free Returns”
- Starbucks “To inspire and nurture the human spirit”
- Nike’s Just Do It
- Going’s “Less Overpaying; More Traveling”
Mcdonald's "i'm Lovin' It
McDonald's "I'm Lovin' It" campaign showcases the brand's commitment to providing customers with delicious food that they enjoy. The brand promise is that McDonald's will consistently deliver tasty meals with a smile.
The campaign taps into the idea of making customers feel at home, valued, and well taken care of whenever they eat at one of their restaurants. It reinforces that McDonald's values its customers and wants them to love their experience every time. When consumers hear the slogan, it creates a connection with the brand and further reinforces the promise of an enjoyable experience.
Patagonia's "we're in Business to Save Our Home Planet
Patagonia's brand promise is all about being an environmentally and socially responsible company. They want to use their business to make a positive impact on the world and inspire others to do the same.
The company has a long history of environmental activism and has prioritized minimizing its environmental impact and promoting sustainable practices in the industry. Within Patagonia's Worn Wear program, customers can return used outdoor clothes that are in good condition in return for credits. They also offer repair guides that teach customers how to fix their products when they wear out.
Rather than purchasing new apparel, the company encourages customers to reuse their old clothes. Patagonia is also committed to ethical labor practices, being transparent about its manufacturing process, and promoting transparency across the industry as a whole.
Disney’s “The Happiest Place On Earth”
An example of a great brand promise is "The Happiest Place on Earth" by Disney. This promise captures the brand's core message of creating magical experiences for families and children, and the idea that visiting a Disney park is a special and unforgettable experience.
The phrase is synonymous with the brand, and Disney has worked hard to live up to this promise by creating a wide range of entertainment options, from classic theme park attractions to Broadway-style shows, parades, and fireworks.
Prada’s “Be Seen, Be Heard.”
A wonderful example of a brand promise given by Prada is "Be Seen, Be Heard." This catchphrase highlights the value of exposure and invites individuals to tell their tales. Prada is inviting everyone to interact with the brand by utilizing this as its brand promise in addition to displaying their corporate principles.
With the slogan "Be Seen, Be Heard," Prada highlights the importance of engaging with people all over the world and urges us to stay visible by expressing our own viewpoints and stories.
FedEx’s “Delivered on time, every time”
A brand promise is a statement that a company makes to its customers about the experience they can expect when interacting with the brand. A great brand promise is one that is specific, memorable, and authentic to the company.
An example of a great brand promise is "At FedEx, we understand the importance of your business and we are dedicated to making every shipment, every package, every document, and every pallet, delivered on time, every time, and backed by unparalleled FedEx service."
This promise is specific, in that it addresses the company's core service of delivering packages on time, and it communicates a level of reliability and professionalism that customers can expect from FedEx. The brand promise is short, memorable, and easy to understand.
Amazon's "Deliver Happiness”
A brand promise is a commitment that a company makes to its customers. It says, "This is what we guarantee you'll get when you do business with us." A brand promise is clear, memorable, and relevant to the customer.
One example is Amazon's promise to "deliver happiness." This promise is also clear, memorable, and relevant to customers who want a hassle-free shopping experience. A brand promise is an integral part of a company's branding strategy, and it's something that should be carefully crafted.
If you're not sure where to start, take some time to think about what your customers need and want, and then craft a promise that speaks to those needs and wants.
CNN’s "Go There"
The brand promise that CNN gives its users is based on the highest journalistic standards that will follow a story, no matter where it is or where it goes.
This is why the tagline "Go There" makes a lot of sense. It means that CNN will do whatever it takes to deliver raw and authentic reporting from anywhere in the world. It suggests that CNN sees no borders to its work and that any limitations that come along the way will be overcome.
It's about promising the viewer that no matter what happens, there will be CNN to bring them the news from anywhere in the world. I find this message to be so authentic and unique to a media company. It also captures the history of exemplary journalism from CNN over the years.
Tru Colour's "Celebrate Our Differences”
Tru Colour's brand promise is an excellent example of a great brand promise. It celebrates our differences and encourages us to embrace our unique traits and diversities. This resonates with people of all ages and backgrounds, as it encourages self-expression and acceptance.
It also helps to foster a sense of community, as it emphasizes the importance of celebrating our differences rather than judging them. This helps to create an inclusive atmosphere that everyone can feel a part of. Overall, Tru Colour's brand promise is a great example of a powerful, meaningful brand promise that resonates with people.
Zappos: “No-questions-asked, Hassle-free Returns”
Zappos has set the bar high for brand pledges. Buy and return anything, anytime with no fees. Some small exceptions exist, like if you wear the shoes and go hiking, you probably can't send them back for a full refund.
However, notably, Zappos created such a powerful brand promise that not only did Amazon end up buying the company back in the day, they also copied the return policy note for note, too.
Starbucks “To inspire and nurture the human spirit”
Starbucks promotes itself as a business that offers the world more than just a fantastic cup of coffee. Its mission statement, "To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time," supports the idea that it sees itself as a lifestyle brand.
I believe that this is an excellent illustration of how contemporary brand promises acknowledge that people have better associations with companies that contribute to the greater good in the world.
Nike’s Just Do It
Everyone knows Nike's; they have a great brand promise which is "Just Do It." This brand promise is simple yet powerful and memorable. It speaks to the company's focus on empowering and motivating customers to achieve their goals, whether in sports or in life. The phrase has become synonymous with the brand and is easily recognizable.
Additionally, it's a call to action that evokes a sense of self-empowerment and determination, which aligns with the brand's overall message of encouraging customers to push themselves to be their best. Their brand promise is also very versatile and can be applied to a wide range of products and marketing campaigns, making it a strong foundation for the company's brand identity.
Going’s “Less Overpaying; More Traveling”
Going (formerly Scott's Cheap Flights) has a great brand promise: less overpaying; more traveling. One of the reasons why it's a great brand promise is that it's easy to understand and you know right away what you're getting as a customer.
There are no subjective mission statements about doing better in the world and whatever that could mean. Going simply promises that subscribers will pay less and, as a result, travel more. Their brand promise is easy to remember, simple, direct, and it transcends customer needs because who doesn't want to spend less when traveling?
Submit Your Answer
Would you like to submit an alternate answer to the question, "What's an example of a great brand promise?"Submit your answer here.