Every business has complexities, whether it’s an engineering firm, CPA firm, manufacturer, boutique, or restaurant. Entrepreneurs get so deep into their business it’s hard to see it from an outsider’s perspective. Because of that, entrepreneurs tend to create a brand that is too complex and hard for customers to understand. To be successful, entrepreneurs need to transition from using overly-complicated messaging peppered with jargon to messages that are meaningful. A customer can also be very complex, but they crave a simple solution to their problem. And if the brand speaks to them in the simple words they understand, the brand will close business quicker and create customer loyalty.
A simple brand is more believable
A simple, easy-to-understand message is the most effective way to communicate with your audience. When messaging gets complex, it becomes less believable. Simple messages are also more memorable. Combine an increased level of trust with something that’s memorable and watch how a simpler brand can create better customer loyalty.
A simple brand is worth the effort
As so aptly stated in the Harvard Business Review, “The greatest brands make life simple. Think Google, Amazon, or even Dunkin’ Donuts. They cut through the clutter by delivering what consumers want, when they want it, without hassle.”
It’s not easy to distill the most meaningful elements of your brand into the most simple, crystal-clear essence of its value. It takes time. And patience. And know-how, both about your brand and your customer. However, it’s worth every bit of effort.
A simple brand is worth more than your product
In fact, time invested in building your brand is more valuable than investing in product development. If your brand is stronger than your product, it will be successful.
The same product offered under two different brands can have wildly different results. A compelling anecdote described by the industry publication Ad Age illustrates this concept:
J.K. Rowling is the first author to become a billionaire by writing books. Her “Harry Potter” books were translated into 55 different languages in 200 countries and sold more than 450 million copies. So what happened when J.K. Rowling wrote a novel (The Cuckoo’s Calling) and had it published under a different name (Robert Galbraith)?
Nothing. In spite of favorable reviews, “The Cuckoo’s Calling” sold less than 1,000 copies. Then word got out that the book was actually written by J.K. Rowling and it almost immediately jumped to the top of the best-seller lists. In just a few months, the book had sold 1.1 million copies.
Same product, different brand. It makes a big difference.
Why a simple brand is important to your business today
Your brand is complex, and taking no action to simplify your messaging is actively giving the competition a leg up. As time goes by, a brand’s message gets reinforced. And every day, brands are given the opportunity to put their best foot forward with a strong, simple message. But the longer a brand muddies consumer’s minds with complex messaging, the deeper the brand becomes entrenched with emotions such as confusion, mistrust, and bewilderment.
Need to simplify your brand, but don’t know where to start? We can help. The experienced branding experts at id8 have worked with clients across many industries. Our deliberate approach to hone in on the salient message that clearly defines your brand includes original research, innovative brainstorming techniques, and strategic thinking. We find creative ways to make your brand simple and memorable.
