Simplicity is the main friend of effective marketing and a successful brand


We are surrounded with the difficulties, believing that we have no other choice. However, complexity is an additional complication in our lives. It can and must be replaced by simplicity.

Many products and services are complex because their manufacturers do not think about common sense

Simplification is a benefit to consumers, reducing company costs, increasing customer loyalty, increasing efficiency and competitive advantage. An example of this is the popularity of Apple products. Company founder Steve Jobs loved simplicity in everything, and this was expressed in the ease of use and original minimalist design of Apple products.

But making everything simple is not easy. Brands often cannot overcome the desire to add more and more various options to the product, and various terms to the text. Due to poorly written instructions, about 80% of parents incorrectly install child car seats

Also, often a business uses artificial complexity to mask existing problems. But consumers began to realize that some companies knowingly contribute to the challenge of keeping citizens in the dark.

In fact, an excess of information only leads to greater confusion.

Representatives of any industry also adore their slang, but people often do not know the meanings of these words and expressions, which leads to misunderstanding and confusion

We need information, but instead we get a set of data – chaotic and meaningless

Business simplification requires that all members of the organization follow the principles of simplicity.

Simplicity removes obstacles and adds an element of humanity to any process: by simplifying, manufacturers take into account the circumstances and true needs of people.

Empathy, being the first step towards simplifying a product or process, involves a deep understanding of the client’s mindset. You must anticipate his needs, imagine how he will use your product or service, and determine what is most important to him in the experience of interacting with a product or organization. Since complexity has become the ubiquitous “norm,” a company that has simplified consumer experience has always pleasantly surprised people. In addition, an accessible source of valuable information about how customers perceive your brand is posts and discussions on social networks.

Sometimes the only way to convince people that things can be simplified is to do simplification in their presence

Develop products and services based on the needs that your customers have in the real world.

Simplicity for a growing segment of older people becomes a vital necessity in the face of sophisticated technology and an ocean of information

Highlight the essence. Remove all unnecessary in your product. It seems to many that they need most of all this, although in fact less would be better. Google confirms this idea, starting immediately from the main page.

When there is a desire to simplify something, there is always an opportunity

Pay attention to any detail and do not succumb to the constant temptation to change, expand, implement or add

Clarity and ease of understanding and use throughout

It’s better to think of simplification as a trip rather than a travel destination

Take into account real conditions when imagining exactly when and under what circumstances people will need this information and how they will use it. Organize the material into sections or topics or break it down into separate steps. Whenever possible, recap and edit as often as possible. Use graphic design and visualization techniques to enable people to quickly grasp an idea. The language of your messages should be clear, concise, conversational. To make the written text easy to understand, use short sentences, simple vocabulary, personal pronouns, active voice, as well as humor, where appropriate.

Applying a simplification strategy from project to project is a good start. But it’s much more useful to introduce simplicity as a way of thinking at all levels of the organization.

To manage complexity efficiently, follow simple principles:

  • The simplification movement should be led by senior management.
  • The main guideline should be the company’s mission.
  • The principles of brevity, clarity, honesty and simplicity must be respected in all forms of communication.
  • Encourage actions and behaviors that promote simplicity.
  • Simplify the structure of the company, streamlining processes, eliminating unnecessary hierarchy levels and barriers between departments.
  • Keep in touch with customers both online and in person; be interested in their opinion.
  • Stimulate dialogue within the company by creating an environment conducive to the exchange of ideas.
  • “Appreciate naivety”: do not limit yourself to the opinion of experts; find out what ordinary people say about your products and services.