I had a boss (now my official elder sister😉) who would rather not have us "embellish" a feature of any of our offerings
“We are not embellishing it. We are telling the truth, just with a sweet(er) delivery”. Everything in me would rise in defense.
The question then is: Can marketing be done without gilding the lily? Can I one day introduce myself as a marketer to someone who will not think that Marketers are the best liars (after lawyers)?
It is time to be in the customers' shoes again.
Arguably, hyping builds high expectations; and if a brand does not live up to its promises, such a brand risks building a portfolio of audience who will be indifferent to any of their future communication.
So, sit with me dear marketers and brand champions, as I share my idea of why we need to plan our communication to amplify the truths of who we are, what we do, and what we offer.
Our weaknesses and strengths as a brand are why we are different from every other competitor. The sooner we come to terms with it, the earlier and better we can differentiate ourselves and be in the admiration of customers whose needs are tied to the EXACT THING that what we offer e.g. Low value, but better pricing or vice versa.
Moreover, I think telling the truth about our brands is the room we create for excellence and growth.
Live up to your hype, and keep green-ing. 💚
Credit: Image by Freepik
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