Ever noticed how some brands say one thing but do another?
That is the problem with brand promises. Too many are coined as catchy phrases but crumble when tested in real life.
A brand promise is not decoration. It is the commitment a brand makes to its customers about the value or experience they can consistently expect. It answers the question: What do we stand for, and what do we guarantee to deliver?
Why Brand Promises Matter
A brand promise is more than marketing. It is a cultural compass. It guides internal operations, shapes customer experience, and, when kept consistently, builds trust.
When circumstances shift, economic pressures, evolving consumer behaviour, or market disruption-the temptation is to bend, or abandon promises. But doing so erodes credibility. Customers have long memories, and once they feel a brand has gone back on its word, rebuilding trust becomes a steep climb.
So, the real question is: Should brands bend their promises to circumstance, or innovate to keep them relevant?
Innovation, Not Abandonment
The strongest brands do not dilute their promises. They innovate around them. The essence of the promise remains intact, but its expression evolves with the times.
MTN is a case in point.
In 2022, the company refreshed its iconic slogan “Everywhere you go” to align with its Ambition 2025 strategy. For decades, that line was not just a payoff; it was a promise, backed by billions in investment to extend coverage across Africa. But as customer needs evolved, MTN expanded beyond telecoms into fintech, enterprise services, and digital solutions.
Its new line, “What are we doing today?”, reflects this broader role while staying true to its core promise of connectivity and empowerment.
GTBank → GTCO. For years, GTBank owned the space of “simple, easy banking.” With its evolution into GTCO, the brand has expanded into payments, investment, and even lifestyle services. The expression has changed, but the promise of simplicity and ease remains.
OPay. In a country where financial inclusion is a challenge, OPay’s promise of “financial services for everyone” has been more than a slogan. From market traders to SMEs, OPay made digital payments simple, fast, and accessible. Today, it has grown into a lifestyle enabler with services spanning transfers, savings, food delivery, and transport. The promise of empowerment remains intact, albeit broader.
Indomie. For Nigerians, Indomie is not just noodles- it is a cultural staple. More than 20 years ago, the “Mama do good” campaign won hearts by tying the brand to care, nourishment, and family. Fast forward to 2025, and the same campaign has returned to TV, not as nostalgia bait but as proof of a promise that still resonates: Indomie is more than fast food; it is comfort, care, and reliability. The message is timeless, but its return shows how brands can refresh expression while keeping the core intact.
A Local Spotlight: 6to9 Supermarket
To illustrate, let me spotlight something closer to home.
For over seven years, I’ve watched a small neighbourhood business, 6to9 Supermarket, stay true to its name. Their brand promise is right there in the name: open from 6 am to 9 pm.
And they deliver. Rain or shine, COVID, staff shortages or power cuts, they open on time. I often pass by at 6 am on my way to the gym, and there they are, doors open, shelves stocked, lights on. Sometimes there’s barely a customer in sight, yet the team keeps the promise.
It may seem simple, but it’s powerful. Their customers know they can bank on that consistency. And that, right there, is the bedrock of loyalty.
A colleague once asked me, “How do they do it? Staff must live nearby, but what if someone falls sick, transport breaks down, or a worker just doesn’t show up?” My answer was this: a brand promise is embedded in the culture of the organisation. From hiring and salary structure to how management treats staff, culture shapes commitment. When the right culture is in place, customers will always feel its impact.
The Bottom Line
A brand promise is not poetry; it is a pact. Customers do not buy slogans; they buy certainty. They return not because the words sound good, but because the brand showed up when it mattered.
The real test is not in coining the perfect payoff line, but in proving, day after day, that it holds water in the real world.
Circumstances will change. That is a given.
The question is: When the world shifts, will your brand shift its promise-or rise to prove it is timeless?
