brand promise – the core of your brand positioning

what’s a brand promise, really?

IKEA doesn’t claim to offer designer furniture – but it promises you can build it yourself, at a fair price.

Amazon won’t swear you’re getting the best product – but it will guarantee the best service.

Coca-Cola doesn’t try to be healthy – but it tells you it’s the taste you love.

Airbnb won’t match hotel standards – but it promises you’ll feel at home.

A brand promise is more than a marketing message – it’s a clear, emotional agreement between a brand and its customer. It sits at the intersection of what your company does best and what matters most to your audience.

It’s the reason someone chooses your hairspray because it actually holds for 5 hours. And if that promise breaks, so does trust.

why does it matter?

A strong brand promise sets expectations, builds emotional connection, and differentiates you in the market. But it comes with responsibility – if you fail to deliver, the damage is real: broken trust, lost loyalty, damaged reputation.

how is a brand promise created?

Like all good strategy – it starts with research:

• Understand the market
• Identify gaps and customer frustrations
• Find your unique strength
• Align it with what your audience truly values

The promise should feel authentic, clear, and aligned with your brand identity, voice, and positioning.

case study #1: velistore – "delivered in 3 hours"

Since 2021, VELI.store has positioned itself on speed, ease, and reliability. With 30,000+ products and flexible delivery times, their promise is simple: order today, receive today.

why this promise?

As Giorgi Berechikidze, Head of Digital Marketing, shares – it came from real insights, interviews, and unmet expectations:

“People didn’t trust local e-commerce. They preferred to wait 2 weeks for Amazon because they knew it would arrive, and as shown in the picture.”

Key market problems:

• Uncertainty: Will it arrive? When?
• Product quality: Will it match the photo?
• Platform reliability: Too many fake sellers and unstructured delivery systems

Strategic shift:

1. Own warehouse – control product stock, reduce cancellations
2. Flexible delivery slots – customers pick when it arrives (within a 3-hour window)

case study #2: extra.ge – "everything I need, all in one place"

Two years ago, Extra needed a reset. VELI.store had raised the bar. It was time for a new strategy, team, and message.

The new promise: Unmatched product variety and great prices

“We have the biggest selection (150,000+ items) and some of the best prices – that’s why we’re for everyone.” – says Marisha Gogolauri, Head of Marketing

How they deliver:

• 3 delivery models
• From merchants (with product checks)
• From Extra’s own warehouse (same-day delivery)
• Extra Express (35–50 min delivery)
• AI assistant for faster customer support
• Constant system upgrades to sync operations

final thought

Your brand promise is your strategic handshake with the customer. If it’s vague, you get ignored. If it’s broken, you lose trust. But if it’s sharp, focused, and consistently delivered – it becomes your competitive edge.

So… what are you promising? And more importantly – are you delivering?