What can brown do for you?

I’ve always loved that UPS tagline: “What can brown do for you?” It not only extended the UPS brand by taking ownership of a color, but implied a wide and diverse range of capabilities. Rather than suggest benefits themselves, the UPS guys invited their customers to imagine (and then ask for) a service that was relevant  and valuable to them.

I think it’s a great tactic to use in this tough economy. Rather than sniff around to see if someone needs a new website, or is looking to revamp a brand identity, simply ask what it is you can do to help.

In his recent blog entry, “Easiest way to dramatically increase sales,” Seth Godin suggests calling or writing your customers and asking: “I know that times might be tough for you. Is there anything I can do to pitch in and help?”

I tried it Monday and was rewarded immediately by two requests I never would have imagined. Neither are giant gigs, but both are opportunities to get back in with valued clients and help them during a tough time.

To paraphrase JFK’s famous inaugural line: Ask not what your clients can do for you, but rather what you can do for your clients.


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Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
January 2009
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