I once took an audio recording of myself doing terrible impressions to ‘show and tell’ at primary school. I must have been about 10 years old and I’d recorded it on a cassette on the stereo in my room. I’m not sure why I did it, but I did.
I thought it was excellent. Unsurprisingly, everyone else did not.
Mentioning a cassette tape isn’t an attempt at showing my age. After all, I’m not in the slightest bit old. It’s more of a clumsy segue into the difference between show and tell.
As a brand, it’s the ‘showing’ bit that counts. Showing your customer you care. Showing how you do things differently. Showing your dedication to excellence. Showing you mean more.
It’s being able to back up what you say about yourself with behavioural evidence. It’s building up a strong track record of sticking to your word and ‘doing’.
Advertising and social media are ‘telling’. Branding is ‘showing’.
Everyone can do the first.
The second is what true brands do.