At Kiss, we’re big fans of simplicity. So much so, that we make it a key value in the way our business works. Generally, simpler is better: simpler copy, simpler design, simpler concepts, and simpler messages.
The reason for this is also simple: complexity is a barrier to understanding. Complexity makes it harder for your audience to react the way you want them to.
That’s true if you want them to act on a message – they need to understand it first. It’s true if you want them to navigate your website – customer journey’s shouldn’t be modeled on mazes.
It’s true, even, if you just want them to engage with your copy or visuals: to be confused is antithetical to engagement – engagement is only possible if you can, well, engage with what’s presented to you.
Nowhere in marketing is this truer than brand strategy. When it comes to brand strategy, unnecessary complexity doesn’t just harm an element of your marketing – it harms your entire identity.
The big problems brand face, though, is that it’s hard to be simple. That might sound counterintuitive, but it’s almost always true.
Making what you do simple means two things: having the insight, knowledge, and experience to decide on what really matters. And then, having the balls to run with it.
Some brands fail in regards to the first half of that equation. That means they pick the wrong things, or just get rid of everything interesting altogether.
Other brands fail in regards to the second half of that equation: it takes courage to pursue a really simple brand strategy, and unless you’ve done it before… well, I guess it’s like jumping out of a plane. The first time’s the hardest, and a lot of people sit back down instead.
Here’s a straightforward way to get a simple brand: prioritise these three things: authenticity, engagement, and originality.
Be authentic: everything you put out there should reflect who you really are.
Be engaging: if it’s not worth your audience’s attention, it won’t get it.
Be original: you can’t differentiate yourself by doing what others are doing.
Of course, it’s easier said than done. Even if you get it right, will you know how to recognise it? And will you have the courage to put it out there? That’s where we come in.
If you need help with any of the above, talk to Kiss – we’ve built our business on helping people to simplify their messaging and focus on what’s really important, and we’d be happy to help you too.