Basically, a potential
customer wants to know who this company is or what this product
is and what it will do for him or her – what is
the company’s/product’s pledge to me? The company/product
pledge is a composite of several of the pieces needed to build a
strong company/product brand.
How is the pledge different from a brand?
The pledge is active and not passive. It is about the impact the
company/product has on customers who have used it.
What should your pledge do?
The pledge is simplified to provide something for your customer
to take away, because it is active and uses common language. Your
company/product pledge should:
||• Provide a foundation for
building the company/product brand – something your customers
will do for them every time they use the company/product;
• Be an explicit statement of the implied significance – should represent
the impact you have on the customers that use it;
• And/or should define the unique selling points – what your company/product
can pledge that no other product can.
The pledge provides the 30-second elevator speech for all employees
to use and helps build a common culture. The pledge will drive your
creative and create a consistent thread through all the marketing
channels of communication, supporting integrated marketing.