From Apple's "Think Different" to BMW's "The Ultimate Driving Machine," there are plentiful examples of successful brand promises in the marketplace. They're straightforward, message oriented and exude aspiration at its best.

Essentially, your brand promise sets the tone for your company to its stakeholders. It should communicate your values and concisely deliver your commitment to your customers. It should also, if possible, explain why your company does what it does. Take, for example, Coca-Cola's brand promise, "to inspire moments of optimism and uplift." In reading this statement, making people feel good would seem core to the beverage company's reason for being.  

In delivering such an important message, the words you use should clearly be given ample thought. Brian Kelley, associate creative director at JPL, details what you should avoid when writing your brand promise in a post originally published on brandchannel

Of course, now that you know what it should contain, here are techniques you should absolutely avoid in your company's brand promise:

1. Generalizations

Eliminate words or phrases that don't say much. Take for example "outstanding customer service." Every brand can promise the same. What makes your brand different than the rest? 

2. All About Me

The brand promise is not the time for you to be listing the company's accomplishments. Instead, you should explain how you can help improve people's lives. Try to answer the question, what role does your business have in the world? 

3. Poetic Prose 

Choose the right words and don't add fluff. It's okay for the language to be simple. And the clearer your brand promise is, the more genuine it will seem. 

4. Embellishments

Don't promise what you can't deliver. A brand promise is meant to inspire, but you also want to be realistic. Customers will not appreciate being deceived.