Puffery Will Derail Your Brand

The content that we see and hear about a company and its products and services is often an unproven litany of self-testimonials and competitor comparisons. Anyone can say "we're the leader in the field ..." or “we deliver the highest customer satisfaction”. These image positioning statements are separate from actual customer experiences and will disable a branding strategy.

Conversely, character expression builds a strong brand identity that is earned through consistent small steps that produce authentic experiences and valid expectations.  Exemplary core values should be the keystone of all messages and behavior.  They help people to understand what motivates you to do what you do for them.

Character expression uses facts to reveal substantial differences that can’t be matched by others. Acquiring a consistent stream of fact-based statements must be part of your research process.

Image positioning exaggerates minor differences and uses invented evidence to support claims.

Character expression integrates long lasting design and messages while image positioning applies faddish style and messages.

Character expression adds value and educates through external content that complements a company’s own messaging while image positioners only publish company-centric content.

Character expression converts company leaders into mindful, caring people who must live up to their company’s core values and unique value proposition. Image positioning creates internally focused leaders with short-term perspectives.

Character expression earns repeat business and referrals along with raving fans and media who are the agents who put you on center-stage. I can’t think of a better reason to be in the character expression business.