Every company has a vision for itself. And it’s the obligation of that company’s founders, leaders and employees to embrace that vision. Part of that exercise includes accumulating an overabundance of knowledge about the company’s technology, its customers and product-market fit.
The conundrum their marketing organizations face: determining which pieces of information to include in their external communications and that which should be excluded. When we work with clients on brand strategy, part of that exercise includes cutting overly sophisticated language and communicating a company’s value prop very simply.
The most successful communications strategies embrace simplicity.
Uber owns a very complex proprietary algorithm that powers its entire platform. But the company has always communicated its value prop in a manor that every consumer on the planet understands. This app allows consumers to call a ride on demand and approximate with relative accuracy the time you’ll arrive at your destination (and later similar messaging around food).
The lesson is don’t use a $100 word when a $5 one will do.
Over-verbalizing your value proposition only confuses people. And though there will always be end users who understand your company and its vision on a granular level, the success of any company always hinges on people who don’t have that fundamental knowledge but understand the broad value proposition.
Using simple language doesn’t devalue your brand. It has the opposite effect.
The broader your audience — users, customers and clients — the more valuable your company. It’s one of the core components to building value.
As such it’s important to use language that communicates your brand in a way that is digestible to the largest number of people.
