When we try to say everything our audience hears nothing! This #tellthetruthsvideo is about our firm belief that brands should say less, at least at first, while drawing people in.
Rebeca also shares a framework for how to think about that tiering of communications, and how to think about constructing them.
This video originally appeared in LinkedIn
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Hey, guys, this is Rebeca with BrandTrue and this video is called “Say Less,” which is my challenge. I always want to say more. That’s why I know this is a relevant piece of advice to share. So when we talk about our brands, we tend to think that we need to say all the things but actually, we should aim to say as little as possible and a tool that we use that’s really, really helpful for people is to think about your brand communications as a stepped pyramid like a Mayan pyramid.
It’s not like this, it’s like this then this then this then this and the way you create your communications is from the bottom up. Down at the bottom is your brand story like everything that’s relevant, get it all in there. You’ve got some consumer insights for sure and what’s your benefit but also, what are the points that are backing you up, what we call the reasons to believe. That’s all down there. Well, if you create an elevator pitch that’s drawing from all that but it’s a little bit more succinct, yeah, what’s the most important thing that you draw from that? And then it’s not a bad idea to have some sort of encapsulation like a tagline. That’s on top of that. That’s a little bit more succinct still. And then your brand name sort of sits on top. It’s the most concentrated communication, yeah?
You build your communications this way trying to make sure that they’re all connected that there’s like, that they’re congruous, yeah? But the way your brand is experienced is from the top down and so your name is the first thing generally that people will hear and then maybe that tagline and maybe in some settings, maybe that’s enough. Maybe if it’s a physical product, the package on the front doesn’t need to have three different levels of branding and a bunch of call-outs, right?
As you move down, as you’re getting to richer and richer communications, maybe inviting people in, not the landing page of your website but a couple of clicks in. That’s where they’ll experience more of the richness of the story. But try to say the minimum at any given time to grab people, pull them in to learn more and I guess I have two takeaways. That was the first one and the second one was construct them from the bottom up but think about people experiencing them from the top down. That’s what I think. Let me know what you think. Say less! Rebeca. Bye!