Ed Roach has a list of
10 Branding Cracks To Avoid.
#1 is The Authenticity Crack
“You say you are service oriented,
– in reality you don’t deliver.
This is a crack that will soon be a chasm.
Authenticity cracks can disgust
a customer faster
than almost any other type of crack.
If you want to destroy
your hard-earned reputation,
allow this one to fester and grow.
To patch this crack,
you’ve got to walk the walk.”
Vampires are hot in the romance world
right now
(yes, they are STILL hot).
I don’t write them.
Why?
Because I think vampires are creepy
(those cold, cold hands)
and I know that will come across in my writing.
My readers are intelligent.
They will pick up on my lack of love.
Your customers are intelligent also.
Be authentic to your brand.
Walk the walk.