by Tony Fannin, President, BE Branded
Here are two points in great marketing and branding:
One – creatively get to the point in 6 words or less
Two – avoid indefensible adjectives
Creatively to the point – Whether it’s your brand, a headline or a banner ad, you must get to the point of who you are and what you are trying to communicate quickly. Creativity is extremely important here. Yes, you can say, “Cats for sale, $100.” It gets to the point, but it is not very interesting. By saying “Ugly cats for sale, $100″ you create intrigue, uniqueness and surprise. Most of us appreciate when communication, whether it’s from another person or in advertising, they get to the point of what they want to say to us, but if it’s done in a utilitarian way, it really doesn’t add any additional value or meaning to us. It’s like generic shampoo. It may do the job, but doesn’t add any real connection. Combine creativity with the skill to communicate quickly and you’ve got a winner. Same goes with a brand position. Telling me, “Our company provides a diversified range of financial products and services that take advantage of market conditions to leverage your assets to gain arbitrage returns.”, means nothing to me. Saying, “We help you fulfill your dreams.”, means a whole lot. Tell me a compelling story in 6 words or less. That is the essence of creatively getting to the point.
Avoid indefensible adjectives – Saying, “Industry leader… Exceeds expectations… The only…” sets you up to being liars. How do consumers measure such things and does it really matter? Will they search endlessly until they find the very best when very good is available right now and how will they even know what standards make up the best? Will they research months on end to find the ultimate (that comes with an ultimate price tag) when something that is more than enough can be bought right now with a price point to match? By using such indefensible adjectives, you subjectively tell your customers that you’ll say anything to get their business. If you can’t be honest, be vague. That is why most people see many businesses like they see used car salespeople. It’s kind of a bait-and-switch. I’ll promise you this, but give you that and you can’t prove or disprove my point. For example, Apple never promoted using the words unique, exceeds expectations or even revolutionary when they first introduced the iPhone. They promised a wonderful experience and that it’s easy to use. They let you add your own adjectives and sell yourself. Describe yourself honestly and uniquely. This not only drives the imagination, but you can show how you can actually do what you say.
The core idea is to get your point of your marketing and your brand in as few as words as possible while sparking the imagination and telling a compelling story. It’s as simple as that.