Brands have lots to say, but they should say it in as few words as possible.
Brands have more applications than ever before. Not only are there traditional ways of reaching customers, but the digital age has also added web, social media and an endless number of apps.
Before trying to manage mass communications, your brand must be stripped down to its simplest form: one big idea that everything else builds on. If it can’t be said simply, how can you expect customers to quickly connect with the heart and value of your brand?
The process involves simplifying your message by creating one succinct essence. It takes time and concentration to sift through all brand communications to get at that core idea — an essential message that aligns with your business plan and is built into, or captures, your organization’s DNA. Only then can it be powerful enough to span across all mediums and platforms. When you only have a few seconds to grab people’s attention, simplicity is key.
