Give a hoot. Don’t dilute.

You know that friend of yours who talks all the time but has nothing relevant to say? Sure you do. We all have that friend.

Sadly, many brands speak in a similarly convoluted manner. This is because organizations often overlook the most important aspect of communication: clarity.

Clarity is something we all crave. In our leaders, in our relationships, in our lives. So when it comes to your communications, do your organization and your audience a favor: be clear.

Start by creating a singular, strong message platform. One that is aligned with your organization’s vision, and champions the uniqueness of your product or service.

Sounds simple enough. However, the urge often arises to be all things to all people. Which in turn leads to diluted marketing campaigns that promise everything—yet leave us feeling nothing.

(Hint: If your value proposition includes the terms service, quality, speed AND value, you are a diluter.)

Though creating (or reshaping) your message platform will take some legwork, it’s well worth it. After all, it’s much easier to speak concisely and consistently once you’ve clarified what you want to say.

Don’t let your brand become ‘that friend.’ Be clear.


  1. Robert says:

    Well said. In context of a nonprofit, “mission creep” is a strategy-killer.

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