What’s the Difference Between a Tagline and a Brand Promise?

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what's the difference between a tagline and a brand promise, betsy kent, blog school, be visible

The best way to differentiate your business from the pack is to be crystal clear about your marketing message. But what does that mean? Do you need a tagline? Do you need a brand promise? And what is the difference between a tagline and a brand promise?

Let’s get this cleared up…

The Difference Between a Tagline
and a Brand Promise

A tagline is a short and catchy phrase or group of words that summarize the overall benefits of your services or products. Emotion is a big part of a tagline. It tells your audience how they will feel if they do business with your company.

Here are three taglines that you are probably familiar with:
The Ultimate Driving Experience – BMW
Think Different – Apple
The Quicker Picker Upper – Bounty

Notice how each tagline expresses a positive emotion. BMW’s tagline conveys superb quality. Apple’s tagline conveys rugged individualism. And Bounty says their towels will save you time. Short and catchy, right?

On the other hand, a brand promise is different…


A brand promise goes deeper than a tagline. It’s the statement of your company’s unique value and the wonderful benefits of doing business with you. It tells your ideal client or customer why your business is a perfect choice and that you pledge to deliver what you promise.

Here are some examples:
15 minutes or less can save you 15% or more on car insurance. – Geico
To bring inspiration and innovation to every athlete in the world. – Nike
When it absolutely, positively has to be there overnight. – FedEx

Does your business need a tagline and a brand promise?

In my opinion, creating a tagline is way harder than creating a brand promise. A tagline will be associated with your brand into perpetuity, and takes time and research to get it right. If you have a large advertising budget, it’s worth it to hire a pro to help.

Every brand must have a brand promise. Without a brand promise, you’re asking your audience to figure out if you provide what they’re looking for. That requires work. Work requires energy; energy your prospects may not feel like investing at the moment.


If you haven’t done it yet, spend some time developing a compelling brand promise for your brand. Need some advice? Reach out to me at betsy@bevisible.co 

Thanks for reading!

You also may be interested in: The Role Of Emotions In Buying Decisions For B2Bs

Betsy Kent

Betsy Kent

I've guided hundreds of clients through my signature process and formula and as a result, they’ve generated millions of dollars in new business revenue with more ease and confidence than ever before. THE CHANGE IS MILLIONS.

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  1. Alifyah on March 8, 2018 at 1:32 am

    Mine is a power tools company
    we are small with big dreams
    We need to create a strong presence nationally and then go international
    We need a strong brand promise

    • Betsy Kent on May 6, 2018 at 1:53 pm

      Hi Alifyah, Thanks for writing. A brand promise is the most important aspect of your marketing. Think about it as a first line when you meet someone new. Your customers are people and know nothing about you and certainly have no reason for buying from you until you make their acquaintance, say something that tells them that you understand them, and then answer their big question which is, “Why should I buy from you rather than any of your competitors?”

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