KEEPING IT SIMPLE

Why a Good Brand Strategy Fits on One Page

I’m fond of these quotations and often refer to them. 

The first is attributed to Mark Twain, although parentage is disputed:

“I didn’t have the time to write a short letter, so I wrote a long one.”

The other is definitely Ernest Hemingway: 

"If a writer knows enough about what he is writing about, he may omit things that he knows. The dignity of movement of an iceberg is due to only one ninth of it being above water."

So, I’ll keep to the point I want to make: a good brand strategy should fit on one page. 

A long-standing client recently asked me to evaluate a brand guide.

My first impression was that it was beautifully presented, my second that it was so wordy it was confusing at best, useless at worst. 

The formulation of a good brand strategy is necessarily well-considered and the logic applied must be unpacked diligently and that takes a lot of substantiation and many pages, but the result must be courageously succinct – say what you mean, don’t hide behind verbiage. 

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