There is no finite number of words we have access to in the human language. We are privileged to access—and use—all the words at will. With that privilege comes great responsibility, and somewhere along the way, it seems words matter less and less to people. But not me. I love words, and they hold weight with me. My mother always said there is power in the tongue. It is one thing to say words, but it’s quite another to uphold the words that you put forth. One common denominator I see in business is the disconnect between the words people use around their business, and their actual business execution. It’s easy to call yourself the “best shop in town,” but can you truly back those words up with your public? Are you the best? And by what standard are you measuring?
Building Trust Instead of Catchy Slogans
My shop has a few simple slogans that encompass it. They are direct, and to the point. One is, “A Family Shop Taking Care of Families.” What kind of shop would I be if I used this slogan in a marketing campaign, then fell flat when families came to call? I like action-based verbiage because I believe brands should move people to action in some manner. I want to show everyone how much family means to us when they walk through our doors. If I say I’m a family business that cares for families, how can I show that? When we started planning and pairing our values with our marketing, we brought to life Curbside Service, which solves a problem for busy moms and dads. We worked on a Loaner Car Program to help move families around easier when longer repairs were required. And we evolved things like our New Driver Classes, Tiny Techs, and Community Partnerships to be leaders in auto education. We walked the talk.
Like many of you, we are a veteran-owned facility, with veterans working in our brand. Each year, we discuss our community “bless backs” we want to offer. It is important to the veterans on our team that we give back to our veteran guests. We offer a standing discount to them all year long, but on Veteran’s Day, we turn our busy bays into a lube shop and offer free oil changes, set up a coffee bar, and hand them a gift. We could easily put out a cliché social media post with the same old “Thank You,” and move along like it’s any other day, but we have a mission to accomplish. We are also “veterans taking care of veterans.”
Don’t Eat Your Words, Live Them
Consider the mindset you put your potential new guests in when you create content for your brand. Consider what they see, what they read, and how that creates subconscious expectation. If your guest sees you are offering “smart and friendly service,” but they receive subpar somber service, their trust is breached, and you will not make a sale or a lifelong guest. Your level of care did not meet their expectations simply because your words didn’t match your actions. It’s important your service department and marketing department are on the same page, so everyone is aligned in the mission at hand.
When you create your marketing and branding strategies, consider the words you utilize. Make sure they align with your mission, your level of ability to execute, and the effort you’re willing to put forth. You can create brand greatness in people’s minds just as easily as you can remove it. There is great power in the words you use around your brand. Use them wisely. Then, walk your talk.