Sadly, even when brand communications hit all the marks—they're clear, meaningful and on message—they're often dull.
That's an opportunity, though, for companies that are willing to show off their human side and maybe even stick their necks out a little.
Try any of the following five stratagems, and you'll be on your way to building more powerful brands.
1. Have a personality
Often, businesses (including marketers) think they need to talk about their service, product, or industry in the way everyone else does. They fear that if they don't, they'll seem out of the loop.
Frankly, that makes little sense. How many businesses can you name that have made a big impact by following the crowd? And how can you convince people you're different if you sound just like your competition?
Let your freak flag fly. Or, at least sound like your company is run by humans—people who want to talk to other people. If you don't sound like the typical whatever, that's the point: In a crowded marketplace, companies with personality stand out.
To cite two well-known examples, consider how memorable Progressive Insurance and Geico are, even though they're not all that different from their competitors.