
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, itâs destined to fail.
Why? Because customers see these as the bare minimum. They assume any legitimate company should provide themâso 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 theyâll get, it wonât 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 âgoodâ service, aim for extraordinary service. Instead of simply selling âqualityâ products, offer a lifetime guarantee. Thatâs a true branding strategyâone that goes beyond expectations and stands out.
Basing your brand on the basics is a losing game. Donât try to sell what customers already expectâgive them something they never saw coming.