Clarity is the most important quality your business needs

Loreto Cheyne branding clarity graphic design


It is the one single item that will help you most in designing your brand image and marketing your business.

Let’s start with the way you introduce someone new to your business. Do you have a simple sentence that explains what you do? Or do you use some fancy-sounding elevator speech, or a mission statement riddled with big words?

It’s not about impressing people with your vocabulary. Your goal as a business owner is to quickly and efficiently tell the world what you do. 

When you are clear about what your brand and your business is all about, it makes telling your story that much easier. And it makes it much easier to reach the people you’re trying to attract.

Before you invest in any brand image design or marketing, make sure that you’ve hammered out a “branding statement” that tells your story: 

If you’ve never spent time crafting that branding statement, set aside a chunk of time (without distractions) to create a one sentence statement to describe your business vision. Here’s an example of how that might look:

“We specialize in evening and weekend dental appointments for patients who can’t schedule during the 9-5 hours.”


You can see it’s not rocket science. But it is specific, clear and brief. And it tells the audience exactly what that  business specializes in. 

More than likely you will have to work and rework it, and then refine it some more. But when you do get it worked out, it will make it much easier to go out and spread the word. 

The big benefit is that it will be crystal clear what your business does....which means that your designer(s) will have an easier time coming up with the perfect visuals to support your brand. If your support team understands exactly what your business is about and what your goals are, then it’s easier for them to create the structure to spread the word. 

It becomes much more easy to figure out what colours will work best, what fonts need to be used, and the types of photos that will support your marketing efforts.

I can tell you for a fact that it’s taken me a long time to get to the clarity stage in my own business. But now that I’m veering into greeting cards, my vision is simple:

My goal is to help women my age connect with their girlfriends, and maintain a support system.

That’s it. And every marketing action I take always goes back to that goal.

If you’re not sure that you have enough clarity in your messaging, let’s chat. I am happy to help you figure it out.

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