Simple Clarity: Make Your Brand Easy to Understand and Easy to Share

Simple Clarity: Make Your Brand Easy to Understand and Easy to Share

Posted on January 9 by Jeremy Miller
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What do you do? It’s a simple question, but so many companies screw it up.

Rather than giving a clear and concise explanation, they pontificate and use puffy language. They talk about how many years the company has been in business, or the exciting projects they’ve recently completed.

If a customer can’t understand your brand in 10 seconds or less, they tune out. This is as true on your website, as it is in person. Your customers are craving clarity. In clear, concise language describe your brand and what makes it unique.

 

Answer 3 Simple Questions

Customers are looking to answer three questions when they ask, “What do you do?”

  • You are …
  • You do …
  • You serve …

Basically this is expressed in a short sentence, “We are an [xyz company], and we do this [type of service brilliantly] for [these types of clients].” 

This is Simple Clarity. It’s the ability to describe who you are and what you do simply, succinctly, and in the language of your customers. It’s a short phrase that conveys a lot of meaning very quickly.

 

Easy to Understand, Easy to Refer

The first principle of my book, Sticky Branding, is Simple Clarity. Leading with Simple Clarity was a deliberate decision, because if you’re going to read just one principle it better be Simple Clarity.

The reason is that generalist brands are not faring well today.

Ryan Hanley says it bluntly, “Google has killed the generalist … When a consumer goes to Google with their problem, question, or need they want THE BEST solution and they are pissed when a search result doesn’t provide the best solution. So Google doesn’t show anything other than what it believes to be the best solution.”

Your customers don’t have time to sort out your services and what makes them different. They don’t have the bandwidth or interest to do this level of research. They just want to work with a company that is easy to understand and makes their lives a little bit easier.

Companies stand out when they are very bold and deliberate in what they do, and customers love them for it.

 

Communicate Like Google

Google’s influence is profound. When we search for a product or service we search by categories.

For instance, you may look for an accounting firm in Toronto. If you get too many results, you’ll narrow your search by adding a category like “small business,” “tax,” or both. The search phrase might come out like “small business tax accountant Toronto.”

Try this exercise with your brand. Without adding any puffery or value propositions just answer each question with a short, factual statement.

  1. What is your company’s (or product or service) category? How do people understand what you do?
  2. What services do you provide? What problems do you solve? When should a customer call you?
  3. Who do you serve better than anyone else? If you were to just serve one group of customers who would they be?

Package the three answers into a short phrase that you might Google. This is a good starting point for how to describe your brand.

The more clearly you can answer these questions, the better your brand positioning will be. You will have Simple Clarity and that’s what your customers crave.

 

Simple Brands Are More Successful

According to the Siegel+Gale Global Brand Simplicity Index, simplicity strengthens a brand in measurable ways:

  • 63% of consumers are willing to pay more for a simpler experience.
  • 69% are more likely to refer a brand that provides a simpler experience.
  • Simple brands can outperform their competitors by more than two times in terms of revenue and profitability.

In a noisy world, focus and simplicity go a long way to drive competitive advantage.

Achieving Simple Clarity is not easy, but it is a key ingredient to growing a Sticky Brand. The more simple you can make your brand the more competitive it becomes. It makes your brand more appealing and credible, because customers get who you are, what you do brilliantly, and who you serve.

 

Jeremy Miller is a brand strategist, keynote speaker, and the bestselling author of Sticky Branding. He helps companies develop brilliant strategies to market their businesses and grow their brands. As an inspirational keynote speaker, his blend of humor, stories, and actionable ideas will inspire you to innovate and grow a Sticky Brand. He can be reached at www.stickybranding.com. 

Jeremy Miller

Posted by Kendra on October 30, 2014
Jeremy Miller photo

Jeremy Miller

Jeremy Miller is a Brand Builder, Keynote Speaker, and president of Sticky Branding — a brand building agency. After rebranding his family's business, Jeremy embarked on a decade long study of how small- and mid-sized companies grow incredible brands. He knows what it takes to grow a Sticky Brand and how you can do it too. For more information visit http://www.StickyBranding.com.