I love marketing because there are so few rules. But one rule I follow is “Think like your customer”. This is good business, and its also good karma because thinking like one’s customer is closely related to my other favorite principle, “Love your customers.”
The simplest way to think like your customer is to speak like them. Describe your brand as your customers do. And never describe your brand or company in words your customers would never use.
Here’s an example from the restaurant world. Restaurant companies often describe themselves as “concepts”. Yet, can you image a couple of co-workers discussing their lunch options and saying “I feel like going to a nice concept today”?
So purge the corporate-speak from your brand, and your company, and speak like your customers because you love them.