I was in Fresh & Co recently, and they have a sign in the bathroom saying (to paraphrase) “we are meticulous about cleanliness. If there’s any ‘improvement’ needed in the bathroom, please alert the staff and it will be handled immediately.”
That made me ask “What is MY brand *meticulous* about?” I put a lot of thought into it, and figured out that this is not only a great question, but a great way to THINK and COMMUNICATE about one’s brand. It’s helped me market and recently close new business.
I loved the exercise, and I got even more curious: “What are my colleagues’ brands meticulous about?”
We’re always saying what we do and what sets us apart, but where are we METICULOUS? It can’t be in everything. It’s in something specific to us, where we outshine competitors. And, it’s inherently SPECIFIC. So this coming week at BNI45: Breakfast of Champions, I’ve asked us to think about this question and answer it in our upcoming commercials.
What is your brand meticulous about? What are YOU meticulous about on behalf of your brand (which is not the same thing – it’s what you personally add, as a professional, that is far and above the rest of your team)?
We’d encourage you to answer those questions with tangible, concrete specifics – as “close to the bone” as possible, in MadPipe parlance. Vague, fluffy, or theoretical ideas are less powerful and don’t convert: e.g. “meticulous about service”, “meticulous about our customers”, etc. I’m meticulous about efficiency, momentum, and transparency. I can tell you how, what it looks like, and how it works. Just ask me!
What about you? This week, join us for breakfast at The Breakfast of Champions and tell us what YOU are meticulous about?
Originally published at BNI 45 NYC.