I explore this question in my short, mostly visual emails, crafted through my lens as a B2B communication consultant. Join me for insights on effective communication, marketing, psychology, and the philosophy of value.
Think different
It's a common misconception that to brand effectively is to summarize what a company does in as few words as possible.
That's not the case.
While a tagline can certainly play a role, its purpose is to project the company's values - not to explain 'what the company does'. It's more like a family name than a job title.
Actually explaining what a company does is highly complex. It's not a monolithic thing but a multifaceted one, best described differently BY different people TO different people.
Furthermore, these descriptions naturally evolve over time.
So..
If you frequently find yourself adjusting your wording, rest assured—there's nothing wrong with you.
It's just the normal tension between a generalized system (language) and the uniqueness of your vision.
Best,
Sagi
What makes people value one thing over another?
I explore this question in my short, mostly visual emails, crafted through my lens as a B2B communication consultant. Join me for insights on effective communication, marketing, psychology, and the philosophy of value.
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