# Brand promise: what it is and how it works · Zorraquino
> The brand promise expresses the value or experience that a brand commits to delivering to its audiences.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-promise.html

# Brand promise

The brand promise expresses the value or experience that a brand commits to delivering to its audiences

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It should be relevant, distinctive and achievable. Keeping it depends on the business's processes, people and capabilities. A promise of fast service, for example, requires defining and sustaining a level of service consistent with that expectation.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand experience](https://www.zorraquino.com/en/dictionary/branding/brand-experience.html)
- [Brand design](https://www.zorraquino.com/en/dictionary/branding/brand-design.html)