A brand’s true strength doesn’t come from what it declares about itself. It comes from what people repeat.
The words that customers, employees, and stakeholders use when describing your brand—those are the words that shape perception, build reputation, and ultimately determine success. If your message isn’t being echoed beyond your direct communication channels, then it isn’t truly landing.
The Illusion of More
When brands struggle with clarity or influence, the instinctive response is often to increase output:
- More marketing campaigns.
- More social media content.
- More revised mission statements.
- More branding exercises that seldom translate into meaningful conversations.
The underlying assumption is that saying more will somehow make the message clearer. But in reality, the opposite is true.
More messaging doesn’t create clarity—it creates noise. And in a world oversaturated with information, only the sharpest, most repeatable language stands a chance of cutting through.
The Brands That Endure
The brands that withstand the test of time don’t just communicate well—they create language that sticks.
Think about the phrases that have shaped consumer behavior and cultural conversations:
“Just Do It”—A call to action that transcends sports and speaks to personal ambition.
“Because You’re Worth It”—A confidence-building statement that shifts how people see themselves.
“Melts in Your Mouth, Not in Your Hands”—A product promise so clear and memorable that it has remained unchanged for decades.
These brands have mastered the art of embedding their messages into the way people talk, think, and act. Their words are not just marketing slogans; they have become part of the lexicon.
What This Means for Your Business
If you want your brand to have lasting impact, the question you should be asking isn’t just, What are we saying?
It’s:
- What are the exact words people use when they talk about us?
- Are those words aligned with what we want them to say?
- Are we making it easy for people to repeat our message with confidence and clarity?
Because if your brand messaging isn’t clear, consistent, and effortlessly repeatable, you’re leaving your reputation to interpretation. And when the market fills in the blanks for you, the result is rarely what you intended.
The Shift You Can Make Today
Words shape perception. The right words, repeated often enough, become reality.
Here’s a practical step you can take right now to understand how your brand is perceived and make it more repeatable using Exactly What to Say principles:
Use “Just imagine…” to uncover the language people naturally use when talking about your brand.
For example, ask your team or customers:
“Just imagine you’re introducing our business to a colleague—how would you describe it?”
“Just imagine you had to explain what we do in a single sentence—what would you say?”
This small shift helps you gather real insights into how your brand is currently being spoken about. Instead of assuming what people repeat, you can listen, refine, and begin to shape the language they use so it aligns with what you want them to say.
When people naturally describe your brand in the way you intend, your message becomes clearer, stronger, and far more repeatable.
Because brands that win don’t just speak.
They create conversations.
They shape perceptions.
And they ensure that when people talk about them, they say exactly what matters most.
