If your brand has multiple differentiators, you might not actually have one.
We all want to say everything that makes us great. But here’s a quick test: take each of those differentiators one by one and build around it. Write a tagline, a headline, a post, something that communicates only that. If it doesn’t land, you are not there yet.
And just to be clear, I’m not talking about your product. I’m talking about how you communicate it.
People don’t have time for lists.
They remember one thing.
One clear, bold idea that sticks.