Business Thought:
Branding the Brave

“Committed to quality service” isn’t a brand. It is what you have to do to stay in business. Lots of companies make a feeble attempt at branding. They use common language without putting any teeth into the promise.

Real branding is bold. Compare how you feel when you hear “great customer service” to “when it absolutely, positively has to be there overnight.” Which one would you rather stand up and shout?

Branding takes guts. Courage. And a willingness to truly stand for something. It is a commitment that you make to your clients/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 something of significance. Then make it your brand.