This study comprehensively examines the brand promise creation process, the effects of digitalization on this process, the role of employees, and sectoral differences. A brand promise is the entirety of the functional, emotional, and experiential values that a business commits to offering to all its stakeholders. This promise serves as a crucial bridge between a company's strategies and consumers' expectations. Digital transformation has shifted the management of brand promise from one-way communication to a more interaction-focused process. The perception of brand promises as normative commitments that must be fulfilled increases consumers' trust in the brand. Anker et al.'s "Fuzzy Promise" model categorizes brand promises into three types: functional, symbolic, and experiential. The elements of brand authenticity—consistency, continuity, and individuality—enhance the credibility and acceptability of the brand promise. Digital platforms provide brands with the ability to audit their promises in real-time, turning marketing processes into dynamic and continuous interactions. Employee identification with the brand leads to brand citizenship behavior. Branding in the public sector exhibits different dynamics than in the private sector, and employees may distance themselves from the brand concept. In conclusion, the brand promise creation process becomes more complex with digitalization, and the roles of employees in this process become critically important. In this context, an integrated brand promise management approach should be built on strategic design, internal alignment and digital verification.