Brand promise and boilerplate

Brand promise 

A brand promise is a statement that combines core competence and business culture into a unique expression of value for all stakeholders. It connects with our customers emotionally and is the differentiator that sets us apart. The brand promise is extensively used internally and externally to remind and reinforce what Chicago Pneumatic stands for. 

It is recommended that the English version of the brand promise be used as far as possible to retain the essence and power of the promise. For translation of the brand promise, contact the Chicago Pneumatic Brand Council. 

There are two formats: one horizontal and one vertical. The promise is always written with a capital “P” and a full stop after each word. The font of the brand promise is Arial Bold; however, when the promise appears in the body text, it should not be bold.

Note: For usage of the brand promise in communication collateral, please refer to sections on logo and brand promise and typography.

Horizontal lockup

  • Preferred lockup for all communication collateral
  • Can be used on primary colors
Brand promise example.

Vertical lockup

  • Preferred when there is limited horizontal space
  • Can be used on primary colors
Brand promise example.

Brand boilerplate

The boilerplate is an important piece of standardized text that clearly and concisely sums up the brand's mission, vision and outlook. It is normally affixed to specific  pieces of corporate communication, such as press releases.

Boilerplate text

At Chicago Pneumatic we have a passion for performance and long-lasting partnerships. Since 1901, we have been committed to reliability based on technology and trust.

Note: For usage of the boilerplate in communication collateral, please refer to the section on boilerplate usage.