I offer a fun brand exploratory to client prospects of a certain size called “Brand Strategy Tarot Cards,” in which I turn over 5 pieces of company/product content and do a reading. One such piece is the boilerplate – the copy on the About section of the website.
Here is a sample from a successful insurance software company, with the name changed to protect the innocent:
At Insurance Plus, we specialize in Property & Casualty software and services. It’s our focus and our passion. We’ve been doing it for over 25 years and we do it really well.
Over the years, we have used our deep insurance industry experience and sophisticated technology expertise to envision, develop, and deliver the most comprehensive core systems and data solutions devoted exclusively to commercial, personal and specialty lines of business.
We continually bring new thinking and new functionality to the market. We’ve forged deep relationships with our customers and keep them ahead of the technology curve with innovative solutions and a content library that has no equal. Over the past years, we’ve acquired companies to add to the list of solutions to better serve the market and our customers.
The lede of this About section boilerplate can be found in quote marks in the post headline. (The Really is mine.)
Beyond the fact that they are in the property and casualty software business, the only real information here is they are 25 years old and have bought other companies. That’s it. The rest is marko-babble.
Branding is about pouring value into a product or service vessel. And doing so in a way that consumers can play back.
Many companies are starved for brand strategy. It’s tragic.