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Confusion is Kryptonite: Clarifying Your Brand Value

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As the political campaigns start to gear up, you may find yourself listening to the rhetoric and nodding along because the words all sound good. But, afterward you wonder, “What the heck was he (or she) talking about?”

All too often we see the lips moving (or the text on the page) but we are not getting the point of the message. It’s confusing.

Confusion is your enemy when you are building your brand.

When talking about your company, make sure the listener gets a clear read on the value your brand brings to them. How can you make that happen?

Here’s an example (and an inspired tagline). MD Anderson Cancer Center is a world-renowned hospital in Houston. Its features include focused oncology research, top-notch specialists and a world-class facility for comprehensive patient care. The benefits are higher percentages of remission and cure, ground-breaking treatment options, and support services to make the patient experience as comfortable as possible. The value—the same as their tagline—is “Making Cancer History.” The value is clear and speaks to what you really want: to wipe out cancer on the planet. The double entendre also lets you know that they are focused on raising the bar to make that happen.

Clarify your brand value—that is the superpower that separates your from the pack. Don’t be foiled by the Kryptonite of confusion.

What you overlook is hurting your brand. Your BIP Score™ opens your eyes to opportunities to elevate your brand.

ALLE has launched a new program to identify your Brand Improvement Potential.

BIP ScoreThe BIP Score examines 5 critical areas where your brand meets your public. The executive summary pinpoints actions that can be implemented immediately to strengthen the brand experience.

It is ideal for business that have grown organically or companies who have evolved through mergers and need to clarify the brand image.

Email to learn more about the program and whether it is right for your business.

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Next Issue:

Succinct for Success: Your three word challenge

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