Has your brand become a series of vague, disconnected promises? Look at all the taglines on this one t-shirt alone:
“High Grade Quality”
“Unlimited Style”
“Authentic Brand”
“Standard Product”
In all honesty, these don’t mean much at all. There’s nothing to make this brand stand out. Nothing unique. Nothing special. Nothing worth telling other people about.
And yet, it’s so easy to fall into the exact same trap as a company. We use generic phrases, muddled down language, and try to be everything to everyone.
The brands that truly make a difference are the ones that can clearly and specifically answer these questions:
Who are you?
What do you sell?
Why do you sell it?
What do you stand for?
What makes you different?
Why should people care?
In short, be extremely clear about who you are and what makes you different. If you can’t nail that down, it’s worth taking several hours (or days, or weeks) to figure it out as an organization. The last thing you want is to end up like this poor, green t-shirt – saying nothing, standing for nothing, and offering nothing.
Clarity counts. The life of your company – and the good of your customers – depends on it.