Wednesday Words

To Go Where Your VisionPoints, a few inspiration points for you and your business.

To get into the consumer’s mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
—Al Ries and Laura Ries

Continuing yesterday’s brand thinking…

If “brand” is everything you try to get buyers to think about your product or service (the stuff you can control),

and everything they think about it that you didn’t try to get them to think (what you can’t control),

then to get under their skin, simplify and focus the message you can control as much as possible.

Just one message, uniquely yours, conveyed in a way that aims straight for the gut. It’s a sacrifice of all those other schemes you might want to throw out there, but it’s a huge bonus in terms of becoming memorable and necessary, at the moment when the customer needs you—and maybe, becoming part of the zeitgeist.


Grow and be well,

Kelly Erickson