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Sunday, April 23, 2006
BY DREW MCLELLAN
I was recently introduced to a company CEO who told me some very laudable stories about the return on investment his organization offers its clients. He gave me a quick tour through his facility, pointing out some of the ways they differ from their competitors. The entire place was charged with an attitude that felt unique, and I was impressed.
When he handed me his business card, I noticed the words "Our Brand Promise" on the back. I expected to be impressed again. Here’s what I read. "Company X empowers our customers to succeed by delivering dependable and timely service."
What?
Boy, was I disappointed. Why is it that companies can so easily mess up a good thing? Here's an organization that actually does have a story to tell. It does have a point of difference. And yet it lets corporate-speak and vague banality dilute its message until it is practically non-existent. Does your company mission, vision or brand promise look like this? Could you substitute a competitor's name for yours and would it still ring true? And what company doesn’t strive to deliver timely and dependable service? That barely meets my expectations; it doesn't exceed them by any stretch of the imagination.
A brand promise should be bold. It should be short. It should be easy to remember. It should clearly and definitively express your point of difference. Heck, it should at least give me some idea of what your company does for me, the consumer. It should not be filled with business jargon like "empower" or "strive to achieve." Compare Company X's promise with "When it absolutely positively has to be there overnight." Which company inspires you to do business with it?
Is your promise inspiring or banal?
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