Ad guru Bill Bernbach once said, “Conventional logic is hopeless in marketing. You just end up in the same place as your competitors.”
In a first meeting with a client, I always want to get to know the business. What they do ‘functionally’ and what they mean to their customers beyond ‘function’. I get to know their operation and how they bring both elements to meaning. It’s about distinction and relevance. It’s about the brand.
One question I ask centers on their uniqueness. What makes them stand out in their crowded category?
The answer I hear is this: “Customer service…we have the best service.”
My reply is always, “That’s great! It’s always key to take care of your customers. The problem is: Unless your competitors are promoting that ‘they hate their customers’, saying ‘good customer service’ is lost.
That’s why branding strategies should always incorporate a way to communicate the information you want to relay, without just saying it. In other words, say it…without saying it.
For instance, we worked with a high-end men’s clothier years ago. They, of course, wanted to tout great service. We developed a program in which they brought the store to you. So, they could tout ‘great service’ without saying something everyone else was saying. Say it without saying it!
By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN.