If you use words like quality, trust and compassionate care to describe your brand promise or positioning – stop advertising, stop marketing, stop communicating.
Because without a distinctive and compelling brand foundation, your messaging is just noise, your experiences are merely one-off interactions and you’re not giving prospects (or fellow employees) anything to emotionally connect to.
It’s tough to cut through in the best of times. Let alone when everything around you – like your category, competitors and empowered customers – is changing. For your sake and for the sake of your organization, make sure that you’re giving people something to connect to and believe in. Beyond your accomplishments, quality, technology and compassionate care.
Make sure that you’re inspiring and supporting them in what they care about most – their desire to live better, healthier and happier lives.