Those who emphasize clarity alone may be missing out on the bigger opportunity to engage and inspire,
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Use your brand language to help those you hope to serve feel like you prioritize their needs over your own.
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Before you hit send, put your emails through this easy, three-point check. It will make sure you're focused on helping rather than just hyping.
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People don't want to adopt a new idea. They have too much in their head already. You have to have something meaningful to say about your brand. And you have to find a way to keep it simple.
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Brands that succeed in connecting with us do so because they offer us something that is in short supply and high demand. Meaning.
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The best brand language causes an emotional reaction. From laughter to goose bumps. Think about what emotion your brand can own as you work your way through these exercises.
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It's this kind of approach to brand language that helps a brand rise above in a commodity category. Not only creating distinction, but delivering the surprise and delight that every brand wishes for.
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After a couple of decades of accelerated executions, it has become apparent that more and faster does not equal inspiring and engaging. It's time to get back to thoughtful ideas that spark surprise and delight among those we hope to serve.
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