How many times have you read this phrase in a marketing brochure or on a website: “We will meet or exceed your expectations.”? What exactly does that mean? The problem with this kind of canned marketing language is that not only does it do zip to build your brand — it’s a real buzz kill. Words and phrases like this do nothing to distinguish you and, therefore, elevate your brand.
Think about it. This common phrase can be (and unfortunately is) used by virtually any business or service organization. I could say it as an Ad Agency, (in fact, a lot of marketers do use this phrase which is not a good sign for what you can expect in terms of creative product), the law firm around the corner, the caterer down the street, the florist across town, the salon, the insurance agency — you get the idea — can all use this phrase. The fact that it can be used by anyone renders it virtually meaningless from a brand marketing standpoint. The whole point to establishing a strong brand is to determine what makes you different. And, to find a way to express that difference to your audience. It doesn’t have to be clever necessarily, but it does have to be unique.
The key? Be yourself. Your business – your brand – is a reflection of the bright light that you are. Show potential customers what working with your business will be like, and why they need to have that kind of experience. Then, knock their socks off when they join you in your corner.