I love brands that understand the importance of communicating crisply and succinctly what’s in it for the customer.
#Keep it simple and stupid how to#
Through the right kind of marketing, all the marketing initiatives, activities, tactics, campaigns and all that stuff is where you will know how to communicate that promise the best way. Therefore, you simply have to decide what experience do you want to communicate, and then turn it into a promise. You could say that by making a promise, a value, you are setting an expectation of an experience. You could also modify or add onto it a bit. You’ve heard me say before, a brand is a promise. The clearer you are on the promise of your brand, the more likely that people are going to connect with you because they understand what’s in it for them. You’ve been hearing me talk about in previous podcast the importance of nailing down your unique value to your customer. The essence of this is about communicating the value of the brand. When you can keep something easy for your target customer to understand and grasp, you're going to have a lot more success. You always want to keep things as easy as possible. You never want people to have to figure out exactly what it is that you’re trying to say. You never want people to have to decipher something. If you have more brand power, you’re going to have more sales.
If you’re more believable, you’ll have more brand power. They’re way too intellectual and they don’t understand that if you can be more concise, you’ll be more believable.
When they’re seeking ways to connect, they’re way too rational. There’s a tendency for so many small business owners when it comes to communicating. The way the mind works is that it wants things to be as simple as possible so they can be understood as quickly as possible. If you take a long time trying to explain something with a lot of words, this, that and the other, for most people that’s going to overwhelm them. You could say that simplification is for faster comprehension from the consumer. There have been variations on the phrase which include, “Keep It Simple, Silly,” or “Keep It Short and Simple, Keep it Simple and Straightforward, Keep it Smart and Simple,” or one of my favorites, which is, “Keep It Stupid Simple.” The reason why that is so important in brand development is that when you can keep something as easy for your target customer to understand and grasp, you’re going to have a lot more success. One of the great brand design principles that were created around 1960 I believe is the acronym KISS, which stands for, “Keep It Simple, Stupid,” or if you prefer, “Keep It Stupid Simple.” That term has evolved over the years. Listen to the podcast here: KISS: Keep It Simple, Stupid Know why you need to KISS as Gerry relates it to brand value, target audience, and more. Get out of the complexities in your communication and allow your message to be clear, simple, and direct. In this episode, host Gerry Foster takes us deep into its importance to brand development and why it could take you to success fast. One of the great brand design principles in the 1960s that continues to live now is in the acronym KISS- Keep It Simple, Stupid.
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