By Steve Rivkin

When the sign over the door says Excellent Bagel & Bakery Equipment, what’s a prospect to think?

Probably that you have top-tier machinery, highly-skilled salespeople, and on-tap training. After all, you are “Excellent.” Your name is your promise. Not a warranty, not a legal guarantee. But a simple promise of how the prospect will expect you to perform.

Every category, every trademark classification, is loaded with examples of names with big promises:

• Breakthrough Performance Systems
• Fabulous Flatbreads
• Fantastic Headwear
• Peerless Faucets
• Remarkable Dental Products
• Sterling Sleep Systems

Customers are inundated by these promises at every turn. So skepticism is to be expected.

Did every GoldStar product measure up to the gold standard? Was every GoldStar product a star in its field? Nope. This promise fell far short of the premise.  (The brand is now LG Electronics.)

Bottom line: Words have consequences. Don’t slap the “excellent” label on what you do, unless you can prove that excellence in the court of customer opinion.