Occam’s Razor is a theory that states when deciding among competing hypotheses, choose the one with the fewest assumptions, or in other words, the simplest answer. Thank you Wikipedia. The idea is that explanations and justifications can become needlessly complex. So it is preferable to choose a simpler choice than a complicated one.

Now think about that for a second when it comes to branding. People are constantly seeking simplicity in their lives. They don’t want to understand convoluted missions statements or value propositions. They want clear, simple ideas. Actually, more accurately, that’s the only thing they’ll realistically remember.

On the other hand, being too generic doesn’t help either.

“To create a shopping experience that pleases our customers; a workplace that creates opportunities and a great working environment for our associates; and a business that achieves financial success.”

Do you have any idea who’s mission statement that is? While it may be simple and straight forward, it doesn’t actually say anything about what they do, who they are and why they do what they do.

Compare that to…

“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”

You clearly understand what they do and most likely know which company it is just by reading it.

People need to be able to form a clear picture in their mind of your brand. Show them how you are different than your competitors and why that matters. That’s the ultimate goal of all branding efforts.

Because if given the choice, people will almost always pick the clear idea over the vague one.