Almost every company that comes to Creative Resort wanting to build a brand, website or a piece of communications often results in doing one common thing wrong…

They believe they need to tell everyone EVERYTHING.

They don’t want to leave out a single detail about what they do and how they do it and as a result they quickly lose the attention of their audience or miss an opportunity to convert.

What ends up happening is they flood their websites, brochures, even sales meetings with too much information, which simply ends up just confusing potential clients, mentally unsubscribing or clicking that little ‘x’ in the top corner.

We call this ‘exposing the wiring’ - as if a salesman were to open up the car bonet and show you exactly how your car works through combustion and your engine.

Most people believe that the more information they provide, the better.

The truth is that great brands are generally known for only 1-3 things.

• Patagonia is known for sustainability, quality and promoting the outdoors
• Toyota is known for high-quality, high-value cars, vans and trucks
• Ben & Jerry’s is known for their unique flavors, chunky texture and their activism

At Creative Resort, we call this your key messages. This is one of the first things we help our clients discover and understand.

Your key messages are the three (or 2 or 4, but we like 3) things about your company that support your unique selling proposition and are most important for your clients to know. They are the defining points that set you apart from your competitors.

They are your essence. Your ethos. And, if you only communicate those 3 things, people walk away knowing exactly what they need to know about you.

The point is, that to build a great brand, it’s not about saying more, it’s about saying less - then, repeating it over and over again so it sticks in people’s minds.

Decide what three things are THE MOST important for people to know about you and make sure they do.