An easy brand language change that can make you irresistible

I’ve written about the importance of shifting the focus from your brand to those that your brand hopes to serve. I find that organizations have a hard time embracing this idea. And not because they don’t understand that they should focus on the customer. They get that. It’s a problem with how they go about doing it.

In other words, they will tell you that they are customer-focused, yet when you look at how they speak to the market, it is not necessarily as apparent as they think.

I like to work on language with brands. It is one of the most accessible avenues for an organization. At the same time, it can be exceptionally powerful.

Here is an easy example of how you can transform the language of your brand and an explanation of what making this shift can mean.

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From what we can do for you to what you can do

“Let me tell you what I can do for you.” For me, that phrase triggers a sense that somebody is about to try and sell me something.

Nobody likes that. Yet most brands do something similar (although in a more subtle way). Take this phrase for example:

We help you become a…