Why Simplicity is My #1 Brand Value
Simplicity: The quality or condition of being easy to understand or do. The state or quality of being simple. What does it mean to be simple? Clear. Human. Uncomplicated.
Now, let’s talk about simplicity as a value in your business.
One of my personal mantras this year is “Be more, say less.” For selah creative co., that translates into creating and sharing branded content that simply communicates a complicated topic (informed by a clear strategy).
Part of my brand design process is to take away everything I possibly can until my client’s brand message is no longer cluttered but inherently shining through the design. So often, I see logos stuffed full of “wow-factors” and flashy assets that grab attention but crowd out the brand message (along with my beloved whitespace!).
Simplicity is the best brand policy
Believe it or not, simplicity produces more effective brands, clearer content, and cuts through the digital noise. According to the Global Brand Simplicity Index 2018-2019 (and yes, that’s a thing), simplicity benefits brands and consumers in BIG ways:
Simplicity outperforms.
The Top 10 simplest global brands have seen 830% stock growth over nine years.
Simplicity builds loyalty.
64% of consumers are more likely to recommend a brand that provides simpler experiences and communications.
Simplicity earns a premium.
55% of consumers are willing to pay more for simpler experiences.
Think about Apple—a trailblazer of simplicity in a very complex industry. Even if you’re not on #TeamApple, you can’t deny that their products are highly acclaimed for not only design but performance while remaining minimal and simplistic.
These days, “simplicity” and “minimalism” are trendy, but I don’t plan on dropping simplicity as my number one brand value just because it goes out of style (in my book, simplicity never will). I believe the phrase "less is more" transcends time.
Less is more: infuse simplicity into your business
I want "less is more" to influence more than my brand's aesthetic on Instagram, but my clients' experience when we collaborate on a creative project.
Brand and web design are complicated but essential to invest in as a small business. In this rapidly expanding digital age, a website is crucial to your survival.
But a DIY brand and website don’t do much for your business if they aren’t cohesive or designed with your ideal clients in mind. Again, simplicity isn’t just a design preference or fashion trend; it’s all-encompassing to your business model.
Simplicity as a brand value
I didn’t just pick the word “simple” out of mid-air and use it as a brand value. I chose it because I want my business to reflect that value holistically.
Simplicity influences everything from the client communication system I use (*Honeybook) to my internal project management system (Notion). I guide all of my clients through a streamlined design process to improve my work efficiency and overall experience.
Simple doesn’t mean boring or lackluster, and it certainly doesn’t mean the work you do is easy.
However, infusing simplicity into your business translates into repeatable processes, straightforward communication, possibly a minimal color palette, etc., leading to a more elevated client experience.
Check-up: How simple is your business?
To test how simple your business is (and how much you know about it), I’ll leave you with these questions:
Can you give me a 60-second elevator pitch explaining what your business does and why you exist?
What’s your sales process look like? Do you even have a streamlined sales process? (I.e., How many steps does it take from the time a client first reaches out until they book with you?)
Do clients know what to expect when they start working with you?
Do you follow the same process for every new client, or does it change often? Are your processes documented?
Do you have a game plan for what you need to accomplish each day, or are your to-dos floating around in your head?
Does your brand use a consistent color palette, typography and communicate a distinct message?
If you have professional brand guidelines, are you using them to create brand recognition or deviating from your brand guidelines whenever you “feel” like it?
Is your website clearly asking visitors to take a specific action?
How long do most people stay on your website before logging off? (I.e., What’s your website’s bounce rate? Ideally, it should be under 40%.)
Do your social feeds look cohesive in terms of the imagery and branded content you’re sharing?
Are people clear on the services/products you offer and the benefits (not features) they can bring to their lives?
Simple, successful brands start with strong strategies.
If you didn’t do so well answering these questions, you might want to take a step back from your business and reevaluate what you’re doing, who you’re serving, and why you’re doing it in the first place. In my brand design packages, I walk clients through a 120-minute brand strategy session to answer these questions and more before we even touch their Pinterest board or think about a brand color palette.
Learn the differences between a brand strategy and brand identity and why you need BOTH for your business.
Interested in collaborating on a brand or web design for your new or growing business?
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