Since the 1500′s clarity has meant “a quality of coherence and intelligibility”, even though the original word clarte (during the 14th century) described good weather. True, when we get clear, it is like the clouds have lifted and the light shines through. In the communication field, clarity is unmistakable. A clear concept, whether expressed in prose, through a logo, or by a navigational structure, resonates for all as true, powerful, and memorable. Think of the Nike swoosh; the “Got Milk” campaign; “Surprisingly Human” from Animal Planet.
To reach clarity often requires some passage through uncertainty. That’s why there’s so much poorly written, logically circular, and redundant (if not borrowed!) material out there. It takes patience and commitment and perspective and honesty to sit with your insights until the ones with the most acuity shine through. But when you hit gold through this process, you know it, because clarity has that universal resonance. And you want that for your communication. Audiences will reward your effort with their engagement.
We believe reaching clarity is the required starting point for all good communication. Besides the satisfaction of expressing your mission well and strongly, this clarity provides a solid basis from which to relate to the plethora of options in the digital realm, from social media to micro-targeted ad campaigns. You don’t need to wonder about what the “content” means in content marketing; you can skip reading the “8 Best Types of Facebook Posts”. You proceed from clarity into unique language, design, and an entire framework of expression that is your own. The pleasure of broadcasting this information, however you chose to do so through a mix of traditional and modern media, makes your content rich and your identity strong and distinct.
We’ve encountered clients again and again who are already out of the gate but haven’t done the groundwork, and without fail this results in extra cost and effort. We’d rather save that energy for a deep engagement with your business objectives from the outset and then turn that into strong, creative communication, design, and strategy.
Contact us to get clear. Then get creative.