In the business world, what sets you apart from competitors?
"We're professional", "Our people make the difference", "We've been
in business since 1962"…etc, etc. I've heard it all a million times
before, and it really does make me yawn…Shouldn't all businesses be
professional?! Does it really matter whether you've been around for
100 years or 10 years? Even if it does matter, there are lots of
other ways to communicate heritage as opposed to literally having
to spell it out.
As a former Brand Manager for a large corporate firm, this is
what used to irritate me the most about the industry. Companies
seemed to be scared to challenge established order and think of
innovative ways to get their message across for fear of being
different and raising too many eyebrows. There is such a stale 'old
school' world out there and it makes me wonder whether they will
get left behind eventually because they don't seem to be thinking
forwards and into the future.
And it seems that businesses forget they are talking to human
beings. Even though B2B communication seems to do just that, let's
not forget that we are always talking to people. Even if the
final decision maker is 'the Board', that Board consists of human
beings - people with emotions, desires and feelings. So why
don't corporate businesses ever try to tap into those human
emotions and instincts? We should be thinking about what makes
people tick. What people respond to, and what they connect with.
Let's face it, most people don't want to read jargon and corporate
spiel; instead they need to understand, be inspired and trust you.
Personally, I think Business-to-Business should be renamed as a