'Business With Personality' proclaims the masthead of 'City AM' the daily paper serving
's financial community. 'Fresh Business Thinking' shouts the website for the conference of the same name. London
Nice promises - I like both of them.
The problem. Well, ‘City AM’ is hardly ‘Fast Company’; apart from a couple of lifestyle pages it doesn't have much personality to me. And sure, 'Fresh Business Thinking' had some decent speakers but there was nothing 'fresh' or different about the conference, it was like any other I’d been to.
There’s often a disconnect between a brand’s promise and what it delivers. Business owners get excited by the *idea* of a great market position or the allure of a new look and feel, but they don’t have the right mindset and offering to deliver.
I see it my local high street. Each month seems to bring a new estate agent office promising a new, different offering. They may have a fresh looking office and logo, but if it’s the same offering once you walk in the door, what’s the point?
So if you’re going to promise your business is a game-changer, different or radical, you’d better make sure it is.