Brands Grow When They Say One Thing, a Thousand Ways

The brands that stick around don’t change messages every week. They find one thing worth saying, then they say it everywhere.

I see businesses jumping from trend to trend, changing their core message all the time.

Worrying too much that people will “get bored” of what they have to say.

The most successful brands I’ve worked with are consistent.

Same core message/truth, and a million different ways of telling it.

The aim for any brand is to get people to remember its message.

And if they do, it’s usually because people have heard the same message so many times in different contexts.

Campaigns and advertising should all focus around one message.

Here’s a quick exercise that I use to help me create different messages for the one core truth:

Write down what your brand actually stands for in one sentence. (Not what you sell — what you believe).

Now look at your last 10 pieces of content. Do they all ladder up to that same belief, or are you all over the place? If you’re scattered, pick that one core message and commit to it for the next month. Tell it through:

• A customer story

• A behind-the-scenes moment

• A contrarian take

• A simple how-to

• A bold statement

Same truth. Different angles.

Your audience doesn’t need constant novelty. They need consistent clarity.

What’s the one thing your brand keeps coming back to? I’m curious what core message drives everything you do.

Jack ✌️