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Brand promise definition

What is a brand promise and how is it used in a small business? 
A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo.

Sometimes also called a "tag line," here are three examples of brand promises following a name or brand:

For a heating and air conditioning company:
ABC Heating and Air -- "We're not comfortable until you are."

For a tire company:
Dave's Tire Company -- "More than tires, we deliver peace of mind."

For a fine dining restaurant:
Carl's Steak House -- "Our food is the best, but the memories we help you create are even better." 
Brain Trust contributor: Co-authors of Abullards ABC's of Branding
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