Does your brand message sound like a parody?

Weird Al Yankovich is a master of parody. In his hands (mouth) it becomes an art form. Just listen to the phrases in this song — common enough to be recognized by all marketers. You begin to recognize why differentiation — actually thinking, behaving and speaking about your brand differently — is so important. Because, if this song makes you uncomfortable, then it’s time to make some changes. Oh, and you may be sitting there thinking, “Not me!” Just wait until you hear a phrase you’ve just used in copy. For me it was “client-centric.”

Hat tip to Dan Rosenbaum at Center Ring Media for pointing out this terrific song.


Hiut Denim really gets Brandtelling

I was not familiar with Hiut Denim from UK until I stumbled across their website. It is authentic and tells a strong, purposeful story on every page and post. The website copy is written in the first person and each page and post pulls you further into the site and their story. I can almost hear the sewing machines whirring in the background as I read through the copy and the black and white photography is stunning, simple and striking.

Take a look at the site here.


Who does your brand serve?

You may be a business man or some high degree thief
They may call you Doctor or they may call you Chief.
But you’re gonna have to serve somebody, yes indeed
You’re gonna have to serve somebody,
Well, it may be the devil or it may be the Lord
But you’re gonna have to serve somebody.

~ Bob Dylan, Gotta Serve Somebody

Español: Bob Dylan, en una actuación en Vitori...

Bob Dylan, Azkena Rock Festival. (Photo credit: Wikipedia)

My apologies to Dylan, who isn’t fond of marketing, but how often do you think about who your brand serves? I know it’s an odd way to put it, but your brand, and my brand, serves somebody otherwise what’s the point?

The biggest challenge that I come across is when someone wants their brand to serve everybody. And I am here to tell you, that is a mistake waiting to happen.

When I am working with a client, I will ask “who is your primary target for this message?” Often the answer is a vague, “our customers, our prospects, the media, you know, everyone.”

That won’t work.

You’re going to have to focus, create and share a message with smaller, more defined groups. Those are the people you serve. Otherwise, you are going to create vague, bland messages that sound an awful (that’s the operative word) lot like this “we build state-of-the-art, robust and scalable go-to-market solutions for consumers and businesses.”

And Dylan relly would have something to say about that.

What do you think?


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