Have you ever noticed how certain words seem to appear repeatedly in the messaging of many brands? They are words that lack originality, say nothing at all about the brand, and sound so obvious, that one can’t help but ignore them.
Before we dive into the specifics, let’s clarify what brand messaging means.
Brand messaging involves carefully choosing and using words, tone, and content that represent your brand’s identity and values. It’s how you communicate what makes your brand special, connect with your audience, and stand out from competitors.
So, what are the three clichéd words no business should ever include in their brand messaging?
“We are Professional”
You have a business; professionalism is the bare minimum you can offer to your clients. Also, it’s so vague that it fails to capture the essence of what truly distinguishes your brand.
I’m sure you can find other terms that showcase your value and set you apart from competitors. Let your audience understand the exceptional qualities that set your brand apart.
“We are Trustworthy”
Trust is earned through actions, not just words. Trust is a vital element in any business relationship, but simply declaring your trustworthiness without supporting evidence falls flat.
So, how can you show your trustworthiness in your marketing? Share authentic client testimonials and success stories to help potential clients develop confidence in your brand and foster a deeper sense of trust.
“We are Knowledgeable”
Every client will expect you to know your stuff and have enough expertise to deliver quality products or services. So, don’t tell me you’re knowledgeable, show me.
Demonstrate your expertise through practical advice and actionable tips that will position you as a trusted authority in your industry.
Here, content marketing is your best ally — not only to build credibility, but also to establish a stronger connection with your audience.
Conclusion: Be different, be memorable
Don’t state the obvious in your brand messaging, this will do very little to capture your audience’s attention.
I’m sure you can find better words that effectively communicate why your brand is the best choice. Your goal should be to stand out, to leave a lasting impression that sets you apart from the crowd. You don’t want to be like everyone else!
And how can you do this? Choose the words that align with your brand’s values and resonate with your target audience, this way, you can create a messaging strategy that truly reflects your unique identity.