CharlieMoger.com

Be specific:
Define expectations clearly

Examples of the Ten BE’s of Better Branding often times jump out at me. While passing through the Whole Foods store in Austin (the kids and I refer to it as The Mother Ship), I came across this declaration of specificity.

They could have said “We contribute hundreds of thousands of dollars to our community.” Instead, the store tracks their donations to the penny. By posting them thusly Whole Foods gets credit and credibility. Added bonus for calling out a specific cause; bonds deep with supporters.

This practice applies equally with advertising claims. Be specific. It tells people you pay attention to and honest enough to share details.

Be aware
Observe and reflect the market you operate in

Number 6 on my Ten Be’s of Better Branding. is well illustrated by this cautionary tale of what happens when you don’t observe and absorb. We’re living in an abbreviated world. The internet and texting is infecting our language with commonly known abbreviated shorthand. Except, maybe it’s not so commonly known.

A friend’s mom thought she was expressing sympathy in an email to someone who’d received news of a tragic loss. While she meant “Lots Of Love,” she was unaware the rest of the world knows LOL means “Laugh Out Loud.” Slightly different message.

Bath and Body Works is similarly unaware. This point-of-sale display in one of their stores left me chuckling. They didn’t know the slang meaning of BBW. Go Google BBW. You won’t find Bath and Body Works. Instead, you’ll find something truly LOL.

Of course, it’s possible Bath and Body Works was engaged in BE #10: Be Playful. Doubt it. There’s no mention of BBW anywhere on their site or stores. Even so, I doubt there’s an optimization plan on earth able to overcome the term’s commonly known meaning.

Be aware of your world. A simple Google search can help you avoid similar mistakes. FYI.