Brand Clarity: Why Clear Brands Win More Customers

Why does Brand Clarity matter?

If somebody asks you what it is that you actually do, and the answer is, "It's complicated," or you're struggling to explain it to a ten-year-old, then you have a clarity problem.

If you're not clear about who you are and what makes you different, why should anybody choose you?

In a review of B2B brands by the agency Emperor, businesses were scored across a range of different metrics. The lowest-performing metric was clarity, and perhaps unsurprisingly, the worst performers were management consultancies.

Clarity helps customers understand who you are and what you have to offer without having to work their brains too hard. The harder you make people work, the more likely they are to switch off from what you have to say or what you have to offer.

People's attention spans are shorter than ever. So if they're spending time trying to figure out what it is that you actually do, you've already lost them.

Why Businesses Lose Clarity

I think part of the problem businesses have is that they start with a really clear idea of what their brand offers.

However, over time they start saying yes to people asking them to do different things, and they expand their offering. Those yeses lead to more yeses, and before they realise what's happened, they have this uncontrolled web of different services that no longer seem connected.

This is how most businesses grow. They grow organically. They say yes to lots of opportunities.

But over time, the more they grow and develop, the further they move away from what made them special in the first place.

Think of Clarity as a Doorway

Think of brand clarity as a doorway into your business.

When customers come through a clearly articulated brand, it allows them to experience a world of products and services that all work together, are interconnected, and create a seamless experience.

That gives them the clarity they need to make a decision and choose you.

Go Back to the Fundamentals

Clarity means going back to the fundamentals of your brand.

• Who is your product for?
• What problem is it solving?
• How is it different or special?
• Why should someone choose you?

Getting clear on those foundations is the first step of the Incredible Brands Framework.

Because if you're not clear about who you are and what makes you different, how can you expect anyone else to choose you?