Branding your business should not be a cliché

| Branding | Marketing

I really dislike the term “one stop shop” anytime I see it.

Major vacation cliche

It’s so cliché. And you should avoid using it at all costs.


Clichés are well-known phrases lacking in original thought and are often way overused.

Let’s “dive a little deeper” into that saying…

A one-stop shop is business that where various customer requirements are met in one place. This business model has become commonplace. It’s easy to go to the supermarket and buy anything you could need. And if it wasn’t available, you could look online.

The term originated here in the US somewhere around the 1920s when it was customary for you to visit several stores to buy what you needed. Using the term “one stop shop” back then was a brilliant idea because it was so new. The business model was fresh and unique.

It’s also fun to say… so it was catchy. Too catchy in fact that it everyone used it. The transition from unique to cliché happened quick. And today, it’s still overused and under promising as it adds no value to your business description.

Drop the “one stop shop” saying and find a better way to describe your company. Focus on the benefits. What does your customer get in return for doing business with you? And above all keep it short.

Use Twitter as a guideline

The basis of Twitter’s success is the 140 character message. You could say whatever you want as long as it’s under 140 characters. It forces your thought process to be clear, concise, and quick to the point. Everything you want in a great business description or tagline.

It may sound counter intuitive but don’t make your business description about you. Your customers don’t care about you. Imagine for a moment, you’re watching a slide show of vacation photos. In every photo your cousin poses in the picture. There they are standing in front of Niagara Falls or “holding up” the Leaning Tower of Pisa (that’s so cliché). No one interested in seeing you standing there. It’s more interesting to see the scenery in this case. Tell the story that’s already there.

In the case of your business description or tagline, focus on what your customer wants. Look at it from their perspective. And answer the question, “What do I gain from doing business with this company?” The best answer will include an emotion. Not the end service or product, because that’s already expected. Instead, try to answer how they will feel afterwards. If you can do that in one or two sentences, you’re golden (another cliché, I had to).

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