People don't want you to explain why your brand is special.
You work hard defining that truly incredible difference your brand will make in the world. Once you arrive at that seminal moment, you want to explain to people how you got there. You want them to understand all the reasons that you can put this stake in the ground. And that's when things start to go south.
You start filling messages with all the rational reasons. You say, "If people just take the time to understand our reasoning, they will be as excited as we are." Guess what? The majority won't. And those that do, won't be as excited as you.
What do people want from your brand?
People don't want you to explain why your brand is special. They want to be shown. They want to experience it. They want the feeling. They want to be moved. And inspired.
Only then will they entertain the idea of hearing your reasons.
I know there is lots you want to explain. But you have another job first. As any great leader throughout history will tell you, you have to win their hearts before you can win their minds.