“In the minds of our prospects, a brand can stand for just a single idea,” wrote Jack Traut back in the 1980s. Take Nike, for example, with “Just do it”. Reducing a brand to the essentials in this way is probably the most challenging part of creating one – but it also harbours the greatest opportunities.
So when it comes to brand spaces, the key message needs to be as simple and direct as possible – because you have just a few seconds to win people over.
Be bold. Communicate just a single, memorable message, a sole, convincing opinion, or one particular innovative product – and forget the rest. After all, nobody needs to know everything about a company just to know what it stands for.