If you can’t define your brand in five words or less, you really don’t understand what your brand means to consumers. Think about it: 

​

Target = cheap chic. 

Starbucks = the coffee experience. 

BMW = the ultimate driving machine. 

 

​What does your brand equal?

What does it mean to people now?

​

Anyone can give a big long pitch to describe what their brand is and does. But in today’s world of the 140-character Tweet and non-stop promotional content, consumers don’t have a lot of time for (nor do they want much) explanation.

​

That’s why it’s essential to strip away all the adjectives and product benefits and technical jargon to get to the heart of what your brand is really about: your single, most important value proposition.

​

It’s an essential exercise, and an extremely valuable one. Simplicity sells. The world is complicated enough.
 

Need help getting your brand proposition down to five words or less? We'd love to help.