marca strategy news & views
October 9, 2012
The danger of being internally focused

I see so often companies using names for programs, services or call to actions that make sense to them internally but have absolutely no meaning to their target audience.

Using acronyms or an internal project name is not an effective way to promote your product or service. Internally you may know what the acronym stands for or the meaning of your internal project name but chances are your target audience doesn’t know the meaning and doesn’t care to find out.

The same applies for your processes. I see so many companies using processes that are so cumbersome and time consuming that it truly affects their bottom line.

These processes are in place either because that’s how they have done it for years or they don’t want to invest in the technology needed to make the process easier. Either way the message these companies are sending out is that they either have never actually placed themselves in their client’s shoes and have no idea what it is like to try to engage with them or worse, they have but don’t care. Neither one is good.

When your products and services names, call to actions and processes are not easy and intuitive you are affecting your ability to engage with your target audience, your brand image and reputation and your bottom line success. Making it easier for you and your staff rather than your clients is not the best option.


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