FOCUS: BRAND MESSAGING DISCONNECT | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I answer 6 tough questions about why glowing testimonials can sometimes highlight the wrong strengths instead of your true value.
I often meet experts who are proud of the testimonials they’ve earned but uneasy about what those testimonials emphasise. Clients may rave about your friendliness, speed, or flexibility … all positive traits … yet overlook the strategic expertise or transformation you actually want to be known for. This gap isn’t about modesty … it’s about positioning control. In this post, I tackle six common questions that surface when positive feedback unintentionally dilutes brand focus.
Clients often focus on what was most immediately felt during their experience with you, not necessarily what had the most lasting impact. If they remember the pleasant interactions more vividly than the strategic breakthroughs, their praise will skew toward the former.
This is not a reflection of poor work … it’s a reflection of unstructured narrative framing. If you don’t actively help clients articulate the outcomes you want highlighted, they’ll default to what’s easiest to recall.
Yes, because testimonials act as social proof, shaping how new prospects perceive you. If most of your testimonials focus on traits like “responsive” or “easy to work with” without mentioning your unique expertise, prospects may undervalue the depth of what you deliver.
Over time, this can lead to an unintended brand repositioning, where you are seen as a service provider rather than a strategic partner. This shift can limit the calibre and scope of opportunities that come your way.
It starts with guiding the feedback process. Provide prompts that focus on the transformation you delivered, the measurable results achieved, and the strategic insights provided. This helps clients remember and articulate the real substance of your work.
You don’t have to script their words, but you can shape the lens through which they reflect. A structured set of testimonial questions can elevate the quality and relevance of the praise you receive.
Rather than discarding them, consider placing them in contexts where those qualities are relevant, such as sections of your website that speak to customer service or responsiveness. Keep your main testimonial display focused on feedback that reinforces your positioning.
This ensures that while all positive remarks are appreciated, the core narrative remains intact. You want your prime real estate … homepage, pitch decks, case studies … to be aligned with your intended brand message.
By ensuring that emotional appreciation is paired with evidence of results. A great testimonial might read: “They were incredibly supportive throughout the process, and their market analysis directly increased our revenue by 25%.” This blends likeability with authority.
If you leave warmth unanchored to tangible outcomes, it risks positioning you as “nice to have” rather than essential to success. Aim for testimonials that are both relational and results-oriented.
Yes, with permission. You can ask the client if you may edit for clarity or emphasis, ensuring accuracy and alignment with your message. Most clients are happy to approve changes if the essence of their feedback remains.
You can also pull specific quotes from longer feedback to highlight the most strategic elements. This lets you curate perception without altering the truth of their experience.
If these questions sound familiar, your testimonials may be glowing but strategically underpowered. Left unchecked, they can reinforce the wrong brand signals. The solution isn’t to chase more praise … it’s to steer the conversation so the right strengths take centre stage.
If you’re brand owner or manager seeking stronger brand performance, this FAQ Insight Post I wrote could interest you: “FAQs: When Nobody’s Sharing Your Valuable Content Anymore.“
If you’re an investor seeking momentum for your portfolio brands, this FAQ Insight Post I worked on may resonate: “FAQs: When Investor Reports Look Good but Brand Loyalty Slips.“
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