Just being clear with your brand is not enough.

I get tired of self-proclaimed experts promising untold success if you just improve the clarity of your brand message.

While clarity is often considered a fundamental aspect of effective communication, it is important to recognize that clarity alone is not enough when it comes to developing our brand language. Don’t get me wrong. The ability to clearly communicate our brand’s message is undeniably important. However, we may be limiting our potential to achieve greater things if we accomplish clarity and stop there.

Clarity is table stakes. It’s the price to play. It is not the thing that will give us the lift we’re looking for.

There is a lot of noise out there

By solely focusing on clarity, brands risk sounding similar to others in their industry, blending into the background noise. And there is a lot of noise out there. Not only from our direct competitors. But also from our indirect ones. Those we hope to serve are inundated. Just being clear is not enough. We need to give them a reason to pay attention and even care.

Bland and generic at best

Clarity alone may result in bland and generic communication. I’ve seen this more times than I care to count. Brands get focused on the goal of getting…