For a long time, brand promises were either non-existent or completely detached from reality. Companies went from saying nothing about their purpose or social impact to making lofty claims about saving the world or being the best thing since sliced bread. These messages may have looked good on a billboard, but they often fell flat when you looked closer. As we move forward, marketing needs to find a middle ground where brand promises are believable, honest, and actually connected to what companies can deliver.

Evolution of Brand Promises: From Zero to Aspirational

Back in the day, brands didn't bother with big promises. If you grew up like I did, in the 80’s, marketing was all about selling stuff, whether it were Lego sets or the latest Transformers / G.I. Joe action figure. There was no talk about sustainability or social impact. It was simpler, maybe too simple.

Fast forward to the last couple of decades, and brands started piling on the big talk about purpose and changing the world. They went gung-ho (am I saying that right?) on inspirational messaging, telling us they were here to make a difference. Whether that meant:

• saving the planet,

• solving social injustice (remember the Pepsi ad?),

• or becoming a beacon of hope.

But when the dust settled, a lot of these promises turned out to be more hype than substance.

The Pitfalls of Overly Aspirational Brand Promises

You know that feeling when any new Guns N' Roses album dropped after Use Your Illusion 1&2, and it’s just…meh? Maybe you don’t but perhaps similar to the new Katy Perry album, or Joker 2 movie. That’s how a lot of these brand promises felt, lot of hype, no quality.

Companies started making huge claims they couldn’t (ever) back up, it was only a matter of time before people called them out. We’ve seen it happen with big names claiming to be eco-friendly while quietly keeping their dirty secrets buried.

The problem with these aspirational messages is that they, more often than not, end up as empty words. It’s one thing to say you’re about saving the planet or standing up for social issues, but when it turns out you're just slapping a look-at-us-saving-the-world label on the same old product, it’s no wonder people are rolling their eyeballs.

This whole "purpose-washing" thing, where brands act like they’re doing good for people & planet, but don’t really change their behavior accordingly, really became the modern-day equivalent of selling snake oil. Which is one thing, but also for them, you’re putting out checks (promises) that one day will be collected by people, and you can’t cover them.

Moving Towards Middle Ground: Shift to Realism

So I think, and I’m probably far from the only one, that it’s time for a reality check here. Brands need to find a balance between ambition or aspiration and what they can actually deliver. It’s kinda like setting New Year's resolutions; great to aim high, but saying you're going to the gym every day for the next year, no one's buying that and you’re making it near impossible for yourself.

Realistic goals are more sustainable, both for your personal life and for companies trying to build long-term trust with customers.

When brands make promises grounded in what they can really achieve, it feels a lot more authentic. It’s the difference between talking about being the next Eminem and actually putting in the work to make good music. Consumers can tell when there’s substance, effort, belief behind the message. It’s not about being boring or playing it too safe; it’s about showing that you know your limits, look at the world and its (current) limits and can deliver on what you say.

Believability and Brand Connection: Aligning Messages with Actions

If a company’s promises don’t line up with what it’s doing, it’s like seeing a band put out a "greatest hits" album as their second album (I believe there was a band out there who did this, but can recall which, if you do, drop it in the comments). There’s a disconnect that just doesn’t sit right. The thing is to make sure your marketing matches what’s actually happening behind the scenes. If you’re claiming your product is eco-friendly, then show us the receipts, like, literally show the data. If you’re about supporting communities, we should be able to see that in your partnerships and projects.

Brand messages that reflect real actions build stronger connections because they don’t feel like hype. It’s not about being perfect (because that’s subjective anyhow), but about being honest and consistent. When promises match reality, trust isn’t just a marketing buzzword; it’s something you earn over time.

The Role of Transparency in Building Credibility

Being transparent isn’t just a "nice-to-have" anymore; it’s smart, people can and will find out about BS. I grew up loving Tupac’s music, if you know his music, you know he wasn’t sugarcoating anything. He was real (even if he said so himself, “this the realest sh*t I ever wrote”), even if it meant being controversial. And to make that a bit stronger even, because it was real it landed with people that had absolutely no real experience going through similar issues.

Brands need to take a similar approach. So openly share:

• what’s working,

• what isn’t,

• and where they’re trying to improve.

When companies lay out the facts (and not just the positive looking ones) and admit they’re not perfect, it’s surprisingly refreshing. It’s like being in a band or a play: if you mess up during a live show, people respect you more when you acknowledge it and keep going than if you try to pretend it didn’t happen.

Viability: Ensuring Brand Promises Are Achievable

Viability means making sure the promises you put out there can actually happen. Think of it like a classic road trip with your friends. It’s cool to dream about driving coast-to-coast, but if you’ve only got a beat-up old car, three days off and a hundred bucks, you need to go back to the drawing board.

It’s the same for companies: set some goals that are a challenge for sure, but are still within reach. It’s better to hit smaller milestones that actually mean something than to chase after some far-fetched dream that ends in disappointment. Consumers are more likely to stick around if you keep delivering what you promise, even if it's in small steps, and for that matter it also sits better with a lot of employees.

The Benefits of Realism in Brand Messaging

When companies are upfront and realistic, it’s easier for people to trust them. It’s like dealing with a friend who always shows up when they say they will. Even if they’re not doing anything extraordinary, the fact that they follow through counts for a lot. In marketing, this builds stronger, longer-lasting relationships because people start to believe that the brand actually cares about what it’s saying.

It also keeps things sustainable. If you don’t overpromise, you don’t have to keep apologizing or explaining why you didn’t deliver, which becomes more unbelievable to people with every iteration. Instead, focus on steady growth, real improvements, and thereby keeping customers happy.

Examples of Brands Embracing Realism in Marketing

A few companies already show how it can, should be, or is being done. Patagonia for one: not pretending to have all the answers, but they do openly share struggles and wins when it comes to sustainability. Dove, who ditched the airbrushed and obviously not exactly like the consumer-looking models to feature real people in its campaigns. Both brands aren’t trying to reinvent the wheel, but they are just being real about who they are and what they stand for.

How to Craft Realistic Brand Promises That Resonate

Start by understanding your limits. Know what your company can actually achieve, and set your goals based on that. It’s like knowing your skill level with a guitar; you might want to be Slash, but if you’re still learning power chords, aim for playing a solid rhythm first. Communicate your progress honestly, and don’t be afraid to share setbacks. People appreciate a brand that’s willing to show its human side.

Conclusion: The Path Forward for Marketing Realism

So, looking to the future, marketing has to evolve past the flashy promises that sound good but don’t hold up. Realism doesn’t mean settling for less; it means setting the right expectations, being honest, and delivering consistently. In a world that’s constantly changing, the brands that keep it real will be the ones that truly stand out.

What’s your take on this?