http://sloganstudio.wordpress.com/2008/06/10/being-true-to-you-as-a-brand/ In Pursuit of the Perfect Marketing Motto Tue, 13 Jan 2009 00:13:41 +0000 http://wordpress.com/ hourly 1 http://sloganstudio.wordpress.com/2008/06/10/being-true-to-you-as-a-brand/#comment-3 pattirenner Wed, 11 Jun 2008 13:18:55 +0000 http://sloganstudio.wordpress.com/?p=3#comment-3 Enjoy your coffee! And you're right about a fear of sounding like who you really are. I recently worked with someone who wanted a more "elevated tone" to their copy, targeted to doctors. She's not a doctor, but she wanted to sound like one. But it's just not who she is -- and it simply doesn't serve people well to be who you're not. As Judy Garland once said: "Always be a first-rate version of yourself instead of a second-rate version of someone else." With that, I'll click my heels three times and go home. Enjoy your coffee!
And you’re right about a fear of sounding like who you really are. I recently worked with someone who wanted a more “elevated tone” to their copy, targeted to doctors. She’s not a doctor, but she wanted to sound like one. But it’s just not who she is — and it simply doesn’t serve people well to be who you’re not.
As Judy Garland once said: “Always be a first-rate version of yourself instead of a second-rate version of someone else.” With that, I’ll click my heels three times and go home.

]]> http://sloganstudio.wordpress.com/2008/06/10/being-true-to-you-as-a-brand/#comment-2 Ivana Taylor Wed, 11 Jun 2008 11:57:26 +0000 http://sloganstudio.wordpress.com/?p=3#comment-2 Hi Patti - Awesome article. But you knew that. I agree with you that authenticity is key and I think that the words we use to communicate value have to be authentic too. I'm going to vent over morning coffee - but if I have to read another "corporate blah-blah" sounding web site or piece of literature that sounds vapid and empty I'm going to puke. My advice to business (of any size) don't be afraid of sounding like who you are. Your customers won't think you're stupid if you speak their language. You'll be stupid if you don't. Hi Patti – Awesome article. But you knew that. I agree with you that authenticity is key and I think that the words we use to communicate value have to be authentic too. I’m going to vent over morning coffee – but if I have to read another “corporate blah-blah” sounding web site or piece of literature that sounds vapid and empty I’m going to puke. My advice to business (of any size) don’t be afraid of sounding like who you are. Your customers won’t think you’re stupid if you speak their language. You’ll be stupid if you don’t.

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