When the name on your business card says Mobile Marketing Solutions, what does a prospect think? Probably that you have mobile technology, that you understand marketing and that you offer solutions to problems.
Your name is a promise. Not a warranty, not a legal guarantee. Even if you have a Web 2.0 name (yes, you Squidoo, Twtpoll, and Tumblr), your tagline (like “A CEO’s GPS) should give your target audience something they can hang their hat on.
Every product category is inundated with examples of names with big promises:
- Breakthrough performance systems
- Peerless faucets
- Sterling sleep systems
- Always low prices
- The real thing
It’s why the Michelin Guide is so important in the hospitality industry. Michelin has been in the business of evaluating and recommending restaurants and hotels for over a century. People know to look for the stars because it is a third-party evaluating and confirming a brand promise.
Consumers are overwhelmed by these promises, so skepticism is to be expected. Does every product measure up? No, and words have consequences. Don’t give yourself the “superior” label on what you do, unless you have a true point of difference built in.
About Wendi McGowan