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The right word EBH
...isn't really the right word.
Here’s the unpleasant truth about brand and content strategy:
There is no right word.
Van Gogh’s Crows in a Cornfield isn’t amazing because of THAT one brush stroke.
Better Call Saul isn’t an amazing show because in that one scene, there was a perfect line (or line reading).
Radiohead’s OK Computer has an absolutely unlistenable track (Fitter Happier) but it is still considered one of the greatest albums of the last 25 years.
Did you know there’s a misspelling in the US Constitution??
Would it matter if The Great Gatsby was called The Great Grafton?
Don’t get stuck on looking for a perfect word, because there’s no such thing.
We aren’t writing a haiku or a bumper sticker. We’re building bigger things.
We’re building brands.
Your brand is an idea. A concept about what your company is about and what it is like to work there. To be effective, it is encapsulating hundreds (or hundreds of thousands) of perspectives.
There’s No Right Way to do that.
Your concept is designed to be localizable by very different people to very different audiences, expressed in a million different ways.
That’s how it becomes theirs and not just yours.
You are painting a picture. Don’t stress and get bogged down in finding the perfect word. There’s no such thing.
You can’t win the war in a single shot.
You can’t make a bad book great with one line.
Stop wasting time trying to find the exact right word.
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***This Newsletter Contains No ChatGPT***