From informing to inspiring: how to transform your brand

There is no shortage of companies wanting to tell you about their offering. They will gladly go into great detail. And pester you with even more detail if you give them your email address.

They’ll tell you about their unique technology. Or, superior customer service. Or unparalleled quality. They’ll crow about the unique value they bring to the table.

Does that sound like most of the brand interactions you have? Probably so. It’s kind of what we expect. Which is sad, because it’s a low bar.

Why is it all about them?

Stop and think about this. We just accept that we have very few alternatives to listening to some brand drone on about themselves. We have to wade through the self-absorbed hype so we maybe can find a nugget of truth. The real story that will help us make a decision to spend our money or time with this brand.

That sucks. Imagine if you had an acquaintance that did nothing but talk about himself. Constantly. With little regard for you or your life. I guarantee you’d pretty quickly distance yourself from this jerk. Yet, we let organizations and their brands treat us this way. You could say they have something we need, so we have to put up with this nonsense. But once again, that’s a really low bar.