Branding Expert’s Insights to Building a Powerful Brand Promise

Have you ever bought a product because of the brand’s reputation, only to be disappointed when it didn’t live up to your expectations? If so, then you’ve experienced a broken brand promise.

In a nutshell, a brand promise is the commitment a company makes to its customers, defining what it stands for and what customers can expect from it. It’s what separates successful brands from those that struggle to gain a foothold in the market.

“This is what you say,” says Jeffrey Perlman, a branding ...