MillerWhite, LLC | Unlocking the Power of Your Pledge®

What if you had only three minutes to tell a prospective customer something about your company or product? That “something” should be compelling, differentiating and true about the company and/or product, and it should ultimately convince him or her to make a decision/purchase.

Unlocking the Power of Your Pledge® can help you do that. It is a proprietary protected formula that helps you develop and implement a convincing strategy to build, position and communicate your company and/or product brand.

What are the company/brand relationship questions?
The questions that people have about your company or product can help drive or build the brand.
They want to know:

• Why should I use the company or why do I need the product?
• Who is the company or who made the product?
• What is the pledge or promise made by the company and/or product? and,
• Can I trust the company/product?

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 believe you 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.

The second key question asks, “What has been the cost to you already for not having a company/product pledge – reputation, bottom line, market share, etc.?” Go to First Key Question.