Organizational Branding

Five components every strong brand should possess: Brand Promise

Kristi Pelzel
5 min readJun 14, 2022
Nike Ad

Nike ran an ad during the Super Bowl that told the story of young girls who, despite all odds, play football. The ad was an instant hit, and it wasn’t just because it was a great story. It was also because Nike’s brand promise is “to bring inspiration and innovation to every athlete in the world.”

That promise is at the heart of everything Nike does. It’s why they sponsor athletes, it’s why they create innovative products, and it’s why they tell stories that inspire us.

A brand promise is the one thing that your brand stands for. It’s the reason why customers choose you over your competitors. And it’s what drives your company culture.

I’m outlining the five components every strong brand should possess, over a series of posts. The last post focused on “the why.” This post focuses on “brand promises.”

The difference between the two components “the why” and “brand promise” is that the former is the reason you exist while the latter is what you do to achieve that reason.

In other words, your “why” is your mission while your “brand promise” is your vision.

Your mission is why you get out of bed in the morning. It’s what drives you to do what you do.

Your vision is how you’re going to make that mission a reality. It’s what you do day in and day out to make your mission a reality.

The best brands have a clear understanding of both their mission and their vision.

A few things to keep in mind when crafting your brand promise:

  • Keep it simple: A brand promise should be something that can be easily understood and remembered.
  • Keep it relevant: A brand promise should be relevant to your target audience.
  • Keep it aspirational: A brand promise should be something that your target audience aspires to.
  • Keep it achievable: A brand promise should be something that your company can actually achieve.
  • Keep it unique: A brand promise should be something that sets you apart from your competitors.



Kristi Pelzel

Advisor, University Faculty Adjunct, M.A. Georgetown University.