We are living in the MTV generation. People’s attention spans are short. You need to be able to wow your target audience and communicate your brand in a couple of sentences. Whether it is through conversation, in print or on your web site, you must succinctly express your unique promise of value. If your brand promise is too complicated to be expressed in a few sentences, it will not be effective.
When we think of strong brands, we can usually describe them in just a few words: Disney – family entertainment. Cartier – timeless, elegant, French jewelry and watches. Volvo – safe, secure and reliable cars. You must strive for the same.
Once your brand is clear in your own mind and you can express it in a maximum of two relevant and compelling sentences, you can ensure that your target audience will understand it. That’s what branding is about. The more clearly and consistently you communicate this crisp brand message, the more easily you can be known for what makes you unique. And the briefer the message, the easier it will be for those around you to express it on your behalf. That’s the power of branding.
It seems a human phenomenon to make things more complicated than they are. We seem to take the approach that more words means more value. Perhaps that is because we struggled as students to deliver book reports that met or exceeded the 2,000 word requirement. But when it comes to branding, it is time to forget all of those all homework assignments from grade school and make a major effort towards precision and brevity.
Whether it is with your CV, a proposal, your web site or a brochure, take the same approach. People are just too busy these days to spend hours reading through your materials. That’s why you need to apply the ‘B’ of branding to all of your communications activities. When you goal is concision, you will distill your message to just those points that are authentic, differentiating and relevant. And with that, you will be able to build a brand image that is clear in the minds of those around you.
In an effort to practice what we preach, we have kept this article brief. But if you would like more info about the role of brevity in branding, check out this personal branding quick-tip.
> learn more about the brand communications phase called Express
> learn how to put the Reach Personal Branding Process to work for you
> move onto C for Consistency
> learn why A is for Authenticity