I’ve just read an interesting article in Marketing Week, about brand communication, or simplicity in brand communication, to be more precise. (You can find the article here).

It gives the example of Gucci, and the exercise that Robert Polet, when head of the Gucci Group, took the organisation through. Each brand within the luxury Group (including Yves Saint Laurent and Alexander McQueen) had to define the essence of their brand… in three words.

That might seem extreme, but simplicity is key. A simple message is easier to communicate, and easier to understand. And your audience, whether consumers or businesses, have very little time to listen to you.

I had a great example of this dilemma from one of the guests at our last brand seminar. She said, ‘The reason I’m here is because I’m confused about what my brand is, and I know that if I’m confused, my customers are going to be too.’ A very powerful business case: If we don’t communicate clearly, we will be losing opportunities to sell. And in a challenging market that’s a dangerous position to be in.

So take a look at your brand. How would you describe it? In three words.

Let me know!

(If you want to know how we would describe our brand, in three words, come back next week and I’ll tell you).