When the sign over the door says Excellent Bagel & Bakery Equipment, what’s a prospect to think?
Probably that you have top-tier machinery, highly-skilled salespeople, and on-tap training. After all, you are “Excellent.”
Your name is your promise. Not a warranty, not a legal guarantee. But a simple promise of how the prospect can expect you to perform.
Every category, every trademark classification, is loaded with examples of names with big promises:
* Breakthrough Performance Systems
* Fabulous Flatbreads
* Fantastic Headwear
* Peerless Faucets
* Remarkable Dental Products
* Sterling Sleep Systems
Customers are inundated by these promises at every turn. So skepticism is to be expected. Does every GoldStar product measure up to the gold standard? Is every GoldStar product a star in its field? No. This promise falls short of the premise.
Bottom line: Words have consequences. Don’t slap the “excellent” label on what you do, unless you have a true point of difference built in.
The Blake Project Can Help: The Strategic Brand Storytelling Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
One comment
Brandon R Allen
April 23, 2009 at 11:46 am
This is something we all need to think about when we market our product. I feel that we are so inundated with hype that a great strategy today is to just deliver more than you said you would every time and keep the verbal hype to a minimum.
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