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Content and Congruence: Getting your story straight


I was on hold the other day. You know the story: “Your call is important to us.” Seriously? If it’s so important why am I on hold for 20 minutes?

This is a prime example of the brand experience not aligned with the brand story.

If someone is touting Concierge Service, I better feel pretty darned special. Most-important-person-in-your-day special. Don’t just put the words there; make sure your brand delivers on that promise at every instance where it interacts with your client.


So, make sure when you build your brand, you are very clear about what your brand represents, what its personality is, who your ideal client is and the experience you want those clients to have. Keep your message aligned and in agreement those precepts. When you get your story straight, it’s clear to prospects and customers what you represent. They let you own that position in their mind. And that important real estate is essential to your brand.

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