The claim of businesses that they are a “leading brand” is so common a claim nowadays that just saying you’re a leading brand doesn’t cut the mustard anymore.
At surface value, it might sound as if it’s a clever claim to make. But now that the claim has become so common, nearly routine across industries, and so considerably familiar to consumers (individuals and businesses alike), the brand that communicates such a claim becomes exactly that: “common”. Second or third class. Indistinguishable from other claimants, even from claimants of other industries. Indeed the claim is as a follower, rather than a leader. The commonality of the claim, counter to the intention, conveys some proof of the opposite of the claim.
Leading is in the actual leadership, not in saying that you’re a leader. Leadership is in the conduct and the outcomes from that conduct. And talk is cheap when what is said is common, and all too common.
If your brand is still communicating that it is “the leading brand” or “a leading brand”, it’s not time to stop leading ━ by no means. But it is time to stop communicating that specific claim: that you’re a leading brand. If you are a leading brand, behave as if you are a leading brand. There are ways to communicate that through the engagement of superior strategy. Rather than follow down the track of sameness, it’s time to actually lead. And to do that, you need to be courageous enough to stand out strongly, emboldened to reshape the uniqueness and value and relevance as a brand. Be the brand that leads rather than the one that talks about its purported leadership.
As a brand, you need to lead from your strengths. And lead by action. And one key here is to develop brand action strategies that communicate your brand value. By all means, continue to lead in the markets your brand participates in by the actions that create and sustain that leadership. But divest your brand of the cheap talk that your brand is a leader.
Raise your strategic standards. Lead by deed.
Lloyd Conrade B.Bus.
Chief Visionary Officer
