4 Words or Phrases to Avoid in Your Brand Promise

From Apple's "Think Different" to BMW's "The Ultimate Driving Machine," there are plentiful examples of successful brand promises in the marketplace. They're straightforward, message oriented and exude aspiration at its best.

Essentially, your brand promise sets the tone for your company to its stakeholders. It should communicate your values and concisely deliver your commitment to your customers. It should also, if possible, explain why your company does what it does. Take, for example, Coca-Cola's brand promise, "To inspire moments of optimism and uplift." In reading this statement, making people feel good would seem core to the beverage company's reason for being.