I am Johan, I write this report

Research often speak of the reasons why you should label your brand in a certain way. Do this and be perceived as that, or do that and be perceived as this … You brand yourself as: green, eco, ethical etc. to attract new demographics or segments of a potential market. What we as communicators tend to do wrong is to complicate things. We act as if the more we complicate things we’ll come off as smart and experienced. Fact is, that may be the case, but it doesn’t deliver results …

Later on in this report you’ll find the article “How to ask customers what they want”, which hopefully inspires you to “ask and you shall receive”, which is something we tend to avoid, for no apparent reason.… In fact, people are much more willing to answer you about what they want than you might think. We’re all egos after all (some of us are just more skilled at hiding it), that love to showcase our own splendidness. Therefore, ask what your market is looking for without overdoing your questions … It’s much easier than you might think. This is a naked or stripped way of doing things. Don’t beat around the bush …

I gave my self some sort of light-hearted new-years resolution to do more things naked … Beating less around this famous bush … So far it’s refreshing, I don’t spend that much time thinking of how my surroundings interpreted what I said or did, because there’s nothing to interpret …

In other words, simplify things, not to complicate things just because it’s expected to. Most things in life are simpler than you think and expect them to be.
Life and us humans in that sense are more naked than we would like to think of ourselves. The simple way often applies, the complicated way could apply as well, but why complicate it when the simple way obviously works?

So, if you’re green, say it, be naked and simple about it, don’t say you carbonoxide compensate for every unit you sell, ordinary people don’t really know what that means, be naked `We’re green!’, or something like that.

Ask anyone what “eco” means and you get ten different answers, so in other words, don’t use such a blurry word in your outgoing communication. Find a naked word instead …

To sum things up, use simple, straight-forward words that has direct impact in the recipients brain, it’s much simpler.

Have you seen the Marvel movie “Guardians of the galaxy”? The only happy character is a tree-creature called “Groot”, Groot could only say one sentence: I am Groot! And everyone seems to understand him, or at least he, or she, or whatever gender a tree is, never has a problem with communication …
Enter your email to reset your password

Enter new password.