Is Your Brand Promise Too Big?

Driving home the other day I noticed an approaching billboard with a striking statement... "BELIEVE IN Something BETTER." The letters were all caps except for the word "something" which was underscored for added emphasis. Intrigued, I couldn't wait to move forward to discover what, or who, was behind the message. Was it The Church of Latter Day Saints? The Boys and Girls Club? A new "Say no to drugs" campaign?

No... it was a cell phone company. U.S. Cellular to be exact. You know when a brand promises too much when you feel that let down in your stomach that goes "Really? It's all that?" I had a similar experience viewing a TV ad a couple of years back. It lured me in by saying that one thing, and one thing only, truly defined who and what we are. I had to know what could be that monumental that it could sum up our very essence. The answer?

A watch.

It's not to say that companies can't align themselves with strong attributes. In fact, that's a great strategy for the positioning of a brand. But in the execution of that strategy, it's important to ask if the promise is a realistic one. Verizon, for example, makes a more believable claim that "It's the network." Wal-mart played it fairly safe with "Always the low price. Always." But of late, it shifted to "Save money. Live Better." Is it realistic to think you are living the high life thanks to Wal-mart? I'll let that be your call.

Dodge came out with a TV ad entitled "My name is Ram" in which images of Muhammad Ali and Albert Einstein were displayed, while they touted their vehicle as "All brawn. All brain." It further states that it's "built by passion... and stopped by nothing." And "a technological marvel," with a picture of a major suspension bridge being built in the background. The only thing missing was a shot of a shuttle launch. Pretty heady stuff for a truck.

With all the decentralization of media, the consumer has the power now to pick and choose what he or she wants to see and hear. So if our brand message rings hollow, they will tune out. In fact, if our message is not authentic, it will create just the opposite effect... one of distrust. In business, as in life, it's always best to underpromise and overdeliver. So choose your words wisely. Make sure your brand message is aspirational, believable and achievable.

Phil Davis is president and owner of Tungsten Branding, company naming consultants specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, Team Logic IT and Sea Of Diamonds to name a few. His complete client list and company naming philosophy can be viewed at http://PureTungsten.com