A promise is only good if it is kept. 

Your brand’s promise is a branch that extends out of your brand’s vision and mission statement. If your vision and mission statement are the goals that you set out to achieve, then your brand’s promise is product or fulfillment of those goals. The fulfillment of your brand promise needs to be consistently rigid. If you fail to keep your brand promise, then you lose credibility across all aspects of your brand.

The brand promise should not be used to describe your products or services. The brand promise should articulate a feeling or reaction that people will have when they interact with your brand. Instead of promising a service or product, you will promise an emotional response to your products and services.