I am a simple man. It’s something I often say at the beginning of introductory meetings with perspective What’s The Idea? clients. What are the negative implications of this lead in? I’m not smart. I don’t think things through all the way. Perhaps my education is lacking? It may not be the best foot forward, yet it works for me. You see, it is an everyman, everywomen, everythey statement that fits nicely into brand strategy.
The US collective consumer does not have time to overthink every purchase. In fact that statement has given rise to branding itself: consumers attach value to brands so they don’t have to examine every purchase. It simplifies their lives.
My brand strategy framework (one claim, three proof planks) simplifies branding so consumers make quicker assignations of brand values. They don’t have to overthink a purchase. Consumers get what the product is — something particularly important in the digital/technology age. And, they quickly get the product value/advantage. Moreover, they get that advantage and can articulate it with proof…not advertising superlatives. Proof is the fuel on which What’s The Idea runs.
If you make your brand simple to understand, then give consumers a clear array of reasons to believe its value, you win.
Under-complicate. Be clear. Be selective in your key values. See? Simple.