Building a brand that lasts requires trust.
Trust that says you’ll deliver on the promise you’re selling.
For Brands like Nike, that promise is “To bring inspiration and innovation to every athlete* in the world.” The asterisks denoting that if you have a body, you’re an athlete.
Nike’s promise acts as a guiding light for them. It doesn’t matter if they’re developing a new shoe, building a new retail storefront, or making a social media post, they bring inspiration and innovation into everything they do.
The consistency with which Nike has delivered its promise is the reason customers buy into the Nike ethos. An ethos that has transformed Nike from being a shoe and clothing manufacturer into a sought after and collected lifestyle brand.
By delivering on their promise, they build trust, and with trust they build their brand. And by consistently delivering on that trust, they build a great brand.
The question then becomes, how do you convey that promise to customers so that they see it too?