When I was at art school one of the things I learned was to convey a message clearly you must strip the concept down to 3 elements. If you can’t convey something using 3 pieces of information or less whether its images, objects or text – then your concept has not been refined enough. This, I believe, is great for marketing as marketing is art with a function. Having too much in one place can confuse a message, you are far better off having 10 different adverts set out correctly, than one with everything on it.
“You are not selling your services, you are selling your business as a single product”
A lot of businesses seem to struggle with this, it’s difficult when you are spending so much on a print advert to keep your focus – you want everything you offer represented. But what is advertising if not brand awareness? It does not matter what the company offers, if you run a traditional butchers I would imagine you are going to be selling lamb, chicken, sausages, pies, mince, etc etc. It does not mean you have to list all of it on every piece of marketing. The problem with listing everything you offer is that people will assume if it is not on the list you don’t offer it. You then end up as so many small businesses do; with an essay of everything they offer like some sort of badly thought out menu of services.
Minimalism is Great for Marketing: Examples
While Both these adverts are advertising very similar products, The one on the left is instantly more impactful.
I would suggest that great marketing would take all these elements and refine them into a core message. An idea that appeals to your customer. You are not selling your services, you are selling your business as a single product. Everying refined into one slick offering. You don’t need to list all that you do – it is implied by your core message. This message is reinforced with the use of specific colours and typography possibly a running theme within the imagery you use or how the method of laying out information and images.
“build interest and people will soon come to recognize your brand and develop a long lasting relationship”
By expressing yourself in a well thought out and structured advert you are definitely going to be drawing more attention to yourself, if you cloud your advert with too much text people will think ‘can’t be bothered to read all of that’ and move on to the next point of interest. By minimising and highlighting your key features through a strategic and iconic methodology you can almost guarantee the more adverts within the same vein you create you will build interest and people will soon come to recognize your brand and develop a long lasting relationship with what they see and what you do.
If you think your business may benefit from a more refined brand identity, don’t hesitate to get in touch.