Basing Your Message on Expected Benefits is a Losing Game

In marketing, there are things customers naturally expect from any reputable business, such as:

• Good service
• Durable products
• Honest advertising

But if your brand messaging is built on these fundamental expectations, it’s destined to fail.

Why? Because customers see these as the bare minimum. They assume any legitimate company should provide them—so why would they reward you for simply meeting expectations?

Before marketing a benefit, ask yourself: Would a company ever deliberately do the opposite? Few businesses would proudly promote poor service, unreliable products, or deceptive advertising. While these things happen, no brand positions itself around them.

Consumers are discerning and have high expectations. If your brand messaging revolves around something people already assume they’ll get, it won’t capture their attention or loyalty.

Think about how often you see slogans like Quality. Dependability. Service. These words carry little weight because they describe what customers already believe they should receive.

If you want service or quality to define your brand, it must be exceptional. Instead of merely offering “good” service, aim for extraordinary service. Instead of simply selling “quality” products, offer a lifetime guarantee. That’s a true branding strategy—one that goes beyond expectations and stands out.

Basing your brand on the basics is a losing game. Don’t try to sell what customers already expect—give them something they never saw coming.