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Look around you. Lots of companies make a feeble attempt at branding. They use common phrases, like “great customer service” or “top quality,” without actually making a promise, or they make a promise without any teeth in it.

Think about it. When a company touts its customer service or tells you how dedicated it is to your satisfaction, do you really buy it, or do you dismiss it as marketing hype?

Anyone can make a weak promise. And most make a promise that competitors could just as easily include in their marketing materials. Or else the claim is what we call a “duh.” “Committed to quality service” is not a brand. It is what you have to do to stay in business.

None of that is real branding. Real branding is bold. It is significant and relevant to your consumer. It uses words and images that leave no question about the promise. Real branding is standing up and shouting, “Here’s what we are all about and why it matters to you!” A brand is something visceral, emotional and experiential.

Compare how you feel when you hear “great customer service” to hearing “when it absolutely, positively has to be there overnight.” Which one feels like a real promise? Which one would you rather stand up and shout?

That takes guts. Courage. And a willingness to truly stand for something. It is a commitment that you make to your clients or customers, your employees and your vendor partners. Imagine what is possible if your company is willing to step out on that limb and begin to shout.

Why not start off 2009 by being brave enough to really embrace your brand?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan