Flickr: scitech

As someone heavily involved in B2B technology branding, I dream in acronyms.  

It seems that for every million in company revenue, 10-20 acronyms can be born. While I understand the short-hand exercise and quite honestly many would be writing all day to spell out each acronym, I also believe we begin to wear them like a badge of knowledge. The more acronyms we know, the more “expert” we are perceived.

The challenge with this ritualistic practice is that we begin to think this is a known language. One that our customers, media and community don’t understand - creating further barriers between a brand and its constituents.

For one meeting next week, create a list of “can not say” words and acronyms. See if you create a new dialog around your brand and purpose that you haven’t understood before. A refreshing exercise that develops a new badge - one that those outside your four walls can embrace.