The best brands are the simplest ones. They are the ones that can present themselves with ease. Simple is good, simple is confident, but don’t make the mistake of assuming that simple is easy. It takes a lot of work to condense the who and what of a business into a clear and memorable brand.
We are bombarded with messages every day, millions upon millions of them. From traditional marketing avenues like television and radio to ever evolving channels like social media, to the environment we live in—be it on advertising boards, the sides of buses, the symbols on our clothes and the emblems on our cars. This means that your consumers are constantly being bombarded by these messages, from you and from everyone else. That is a lot of information to take in. Whilst the human brain is designed to learn, it can only retain so much of what we are exposed to, and in theory only what we consider useful to ourselves. So you see, as far as effective communications are concerned, the odds are stacked against you.
What can you do to standout? Quite simply, make it easy for your audience. Communications need to be clear and concise, with information that is easy to understand.
The conventional wisdom is to promote products and services, and that is why most marketing efforts are an absolute waste of time and money with minimal return on investment. In reality, the difference between your products/services and your competitors won’t be enough to attract attention and leave any lasting impression. There is too much clutter, too many companies attempting to do the same thing, all trying to communicate too much.
The answer to this problem is to simplify the messages you are trying to get across. The most effective way to do this is to think in terms of brand rather than products or services. Choose a carefully selected message that shows exactly what makes your business unique and highlight that instead. Think about what you stand for, what your story is, who you are and what you do. By doing this you are offering something intrinsically unique and not adding to the clutter.
We’ve worked with many clients who could not express exactly what it is their brand stands for. If you can’t do this, then you cannot expect your audience to know either. If they don’t have a clear idea of what you do or why they should choose you over your competitors, then you’re going to struggle. This is where you may need our help.
It takes confidence to simplify your brand and it’s message into an effective communications strategy, but in doing so, you will achieve the clarity that make it far easier to be heard.