Why Simple Brands Are More Powerful Than You Think
All simple brands have a few traits in common: they’re uncomplicated, straightforward, and accessible.
These characteristics are also the foundation for a delightful customer experience — one in which consumers get what they need quickly and efficiently, every single time.
Now that brands have so many devices, platforms, and channels in which to communicate with consumers, simplicity is essential for creating longterm value.
How Simple Brands Create Value
In addition to making consumers happy by meeting needs quickly, simple brand experiences help cultivate brand loyalty.
Since loyal consumers will come back to buy time after time, they’re responsible for boosting profit and brand equity.
Simple brands are also more productive internally.
Rick DeLisi, co-author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty, reveals that “by focusing on creating an effortless experience for customers who have a problem or issue that needs to be resolved, you make the business of running the company much more effortless.”
If brands can boost their value just by being simple, it all must be a walk in the park, right?
After all, how do you balance between being simple, but not boring?
Straightforward, but not blunt?
Sophisticated, but not convoluted?
To find out what it takes to create simplicity inside and out, let’s take a look at what all simple brands do well.
1. Simple Brands Clearly State Their Brand Purpose
Simple brands do an excellent job at delivering their brand purpose clearly and quickly.
This helps consumers cut through the clutter when searching for a certain product or service.
One example of a brand with an easy-to-understand purpose is Netflix. When consumers visit the streaming service’s homepage, they’re immediately greeted with the words “Watch TV shows & movies anytime, anywhere. Plans from $7.99 a month.” This is the only major text on the page, and it’s set atop a dark background to attract attention.
The clean, uncluttered nature of the site represents Netflix’s promise to offer instant satisfaction in a single click.
2. Simple Brands Build Trust Through Transparency
Transparency has always been an important factor in building a strong brand.
Now that it’s so easy for consumers to find information on the internet, brands have an even bigger challenge to surmount when it comes to transparency.
Aldi —the global discount supermarket chain which topped Siegel + Gale’s Global Brand Simplicity Index this year — is adored for its simplicity. When people walk into Aldi, they’re not looking for the heaping piles of exotic produce and fresh-baked artisan pastries that might appear in Whole Foods.
Instead, Aldi offers a discount shopping experience where consumers can easily find what they need. Aldi doesn’t pretend to be sophisticated — they offer a simple grocery experience and that’s exactly what customers expect.
3. Simple Brands Ease the Decision-Making Process
Consumers are bombarded by tough decisions at every waking minute — don’t let your brand add to the stress.
By providing fewer options, simple brands empower consumers to confidently weigh choices. A simple product begets simple decision-making: when your products are inherently simple, it will be easy for consumers to understand why they should buy them.
One reason consumers love Dollar Shave Club is because their product options are so uncomplicated.
They only sell three different types of razor blades, which are succinctly outlined on their “Products” page.
By reducing the amount of razor choices, Dollar Shave Club is able to create a stress-free interaction that keeps consumers coming back for more.
Simplicity and Your Brand
Simple brands are better at creating brand loyalty, driving consumer satisfaction, and advancing overall brand value.
No matter what product you sell, you should constantly evaluate how you can further simplify your brand.
For more tips on simple branding, visit The Surprising Truth Behind 5 Common Branding Myths, or check out A Simpler Approach to Brand Management.