The brand, first and foremost, makes a promise . Nike may be memorable because of the iconic sound of its sneakers, but its brand promise – “to bring inspiration and innovation to every athlete in the world” – is the real reason it is so fervently loved. Everything Nike does has this promise at its core, from its aspirational ads to its clean but unusual website to its innovative approach to digital content.
It is notable that Nike does not mention its phone number list in any of its communications. This can be a powerful strategy, especially when the brand sells products that many other brands also sell. Adidas and Puma also sell products that target the same audience. However, Nike’s brand promise positions them as the ones who will bring inspiration and innovation to our fitness routines, leaving other brands to try to do better, or to try to formulate different promises.
In practice: What kind of interaction does your brand promise your audience? What kind of emotions do you want them to feel at all times? What experience can interaction with your brand create?
Understand your brand’s underlying purpose and make a list of the best promises you can make.