What is the choice that your business is making?

Transcript

One of the marks of a beloved brand is that it’s easy for the audience to see what’s the choice this business has decided to make.

It’s easy to discern what is the stand this company is taking. What do they focus on, what do they not focus on? It’s easy to see who this company IS.

With a beloved brand, to the customer, the business does not come across as vague or vanilla, or wishy washy. To the customer, it’s clear that the business knows who it is and who it is for – which is NOT for everyone. The customer can see that the business is unapologetic and proud of who and what they DO choose to be for.

Here’s the tagline for a brand that has not made a choice: “Sell more, faster, and better.”

Here, in contrast, is the tagline for a brand that does make a choice: “The easiest way to pay your friends.”

With this second tagline example, it’s clear that this business has made a choice, and that they’re leaning into it. This makes me respect it more and bond with it.

When a customer perceives a business that has NOT made a choice, that wishy washiness comes through in how the customer feels about that business. They’ll be less likely to trust it. No one likes a person – or a business – that equivocates.

To be liked by everyone is to be loved by no one. When you want your right customer to fall in love with your business, be GLAD to make a choice. Be forward leaning in expressing what you’re like, who you are for, what is the promise that you uniquely make.

As a business, do you make a choice, and then make it clear to customers what that choice is?

Remember, customers can tell if you’re trying to please everybody, and they won’t like it, just like you wouldn’t like it. You win a customer’s love by making a choice and celebrating it.