Boilerplate in the marketing world is the copy used on press releases at the end of a press announcement. It usually is preceded by the word About (insert name of company.) Boiler plate is almost always unimaginative. It usually contains a rote overview of company history, highlights, accomplishments and scale.
The exercise I am suggesting for brand planners is to ask company stakeholders, during discovery, to cobble together some boilerplate for their place of business or brand. As an exercise, it will probably be best to have the stakeholder do it before the interview, as it will really bring the session to its knees. It’s hard work. It might also be good to have the writer limit the boilerplate to three sentences. Last week I posted about what makes a brand or company “famous.” Crafting boilerplate is an extension of that idea.
Most people go through this exercise when creating their personal LinkedIn presence. It’s a boiled down overview of one’s self for the profile.
Doing boiler plate for a person is harder than doing boiler plate for a company. In both cases it’s an exercise in concision…and an exercise in branding.